O fazer e o dizer : uma análise semiótica do discurso publicitário da UNISINOS

Abstract

This study analyzes the advertising discourse of Universidade do Vale do Rio dos Sinos, Unisinos, through the analysis of the contracts that the University establish with communication partners. This study assumes that advertising is at the service of the market and, hence, looks forward to increase the interest of consumption. Therefore, examination of communication contracts also allows to identify how are established the strategies of concealment of marketing bias and seduction which in turn, through the enchantment, aim at achieving the objectives of consumption. Finally, through the theory of semiolinguistica Patrick Charaudeau and semiotic analysis in discursive level of Greimas and Courtes, the following five ads audiovisual of the University are analyzed: We want anyone who wants more, produced in 2004, To know is to live, produced in year , 2005; Transformation, produced in year 2008, 40 years, produced in year 2009 and Institutional 01 20, produced in year 2010.