Companhias aéreas na comunicação publicitária: Imaginário de viagem e persuasão

Abstract

This study aims to understand how airlines represent the imagination of travel, especially through the persuasive discourse of advertising, revealing different possibilities for consumption. Qualitative and exploratory in nature, the research adopts a multiple-case analysis approach and is structured into three main parts. The first part explores the theoretical aspects of persuasion, its origins, applications, and presence in the advertising landscape. It focuses on the various means through which persuasive discourse is disseminated, including newer media such as social networks, while highlighting the emotional triggers brands use not only to drive purchasing decisions but also to shape their market image. The second part reflects on the dream of flying, the fears, and aspirations tied to the act of traveling even before the invention of the airplane. It also presents a brief history of the emergence and development of aviation, contextualizing how trends of each era shaped the imagination surrounding the idea of travel. This context includes the influence of the American Way of Life and consumer society. Finally, the third part analyzes three airlines, highlighting their identity differences, such as premium and low cost travel models, their primary focuses, and communication strategies. The goal is to identify how each one uses persuasion in its discourse to reach its target audience and make its messages more effective. Thus, the study highlights how airlines have turned air travel into something desirable and investigates how imagination and persuasion impact the way people travel, influence societal development, and strengthen global connections. [resumo fornecido pelo autor]