O contributo dos estudos discursivos na construção de mensagens publicitárias nos meios digitais: análise da comunicação de uma marca de água de mesa

Abstract

Advertising has found opportunities and challenges in the new digital media. In these ways of communicating, we recognize complexity, variety, increased immediacy, and new dialogisms. Institutions and brands became aware of the impact of these new media and the need for more efficient communication. Discourse studies are an instrument for analysing promotional messages in traditional and digital media, but also contribute to institutions and brands using these media in efficient and ethically responsible ways. Three approaches are revisited to assess its spectrum of analysis: looking at communication as (1) social interaction, revealing power relations, cultural processes, and discursive practices (critical discourse analysis); (2) understanding the rhetorical architecture of the textual fabric, which enables an argumentative, persuasive, and effective discourse (rhetoric and argumentation); (3) examine the contribution of pragmatic linguistics to the understanding of language in the interaction created in new media (principles of conversation and implicature).