Publicidade social e redação publicitária: técnicas de persuasão utilizadas em campanhas publicitárias criadas para o bem

Abstract

The present work aims to understand the persuasion techniques used in social advertising, mainly through the eyes of copywriting. Social advertising and the relevance of It's discourse have, over the years, been gaining ground in the advertising market, especially among brands. The investigation is based on a qualitative/exploratory approach for its development. Chapter 2 deals with social advertising, its concepts, origins and relations with society itself, in addition to ethical aspects as part of its construction. Then, chapter 3 addresses advertising discourse, firstly, deconstructing its functions and objectives from the perspective of Michel Pêcheux's French discourse analysis. That said and conceptualized, the aim is to understand the social advertising discourse, its structure and operating methods from the use of linguistic and semantic tools used by the copywriting, providing a communicational basis for the effectiveness of persuasion in its pieces. Finally, in chapter 4, three cases of campaigns involving social advertising are analyzed, applying the knowledge acquired in the theoretical framework. Thus, it is concluded that the advertising discourse in social advertising campaigns is built from the appropriation of the persuasive discourse of commercial advertising, as well as its techniques and textual structures to carry out its communicational objectives, replacing the product with a problem of society in search to change behavior and opinions in favor of a social cause. In this context, the role and importance of the copywriting and the advertising professional involved is also highlighted: the writer, his choices, mastery of techniques and a critical look at social problems for the construction of discourses that actually sensitize the consumer to the problems of society. [resumo fornecido pelo autor]