A busca pelo bem-estar marcário : as narrativas discursivas do Boticário nas campanhas em datas comemorativas

Abstract

In our study, we propose to approximate well-being to the universe of brands, considering the discursive narratives in commemorative campaigns: Boticário's Mother's Day and Father's Day in 2023. Our objectives, therefore, are to articulate possible understandings about well-being; understand assumed conceptions about well-being in the universe of brands; and, reflect on the meanings associated with well-being in the narratives in the brand speech acts in Boticário’s commemorative campaigns. To attend to theses objectives, we resorted to methodological procedures of bibliographic and documentary review (Gil, 2008; Stumpf, 2006) and to the State of the Art based on the CAPES and Scielo catalog of theses and dissertations, moreover to the Charaudeau's Discourse Analysis (2010). We start from the well-being approach from the perspective of Positive Psychology and Seligman's well-being theory (2009; 2011), recognizing the subjectivity that permeates perceptions and symbolic associations about quality of life. So, through the way the enunciative discourse is organized, Boticário creates relationships between the subjects of the language act and assumes the function of promoting well-being towards their communities. Assume social issues and encourage society's debates in relation to these themes seems to us to be an intentional attempt to establish emotional affective bonds between their community and for themself.