Literacia publicitária: análise semiótica de campanhas politicamente (in)corretas na publicidade brasileira

Abstract

The present work presents a reflection on how Brazilian brands have developed their advertising narratives with rhetoric that involves politically correct themes. The study arose from the doubt on researching how the concepts linked to morality are being explored antagonistically to generate sales. Several brands create an effect of authenticity related to different positionings and interact with individuals who have different levels of media literacy. The general objective is to present an advertising literacy methodology. This model based on Peircean semiotics and on the foundations of media literacy is exemplified through Brazilian brands, in order to understand how they have developed rhetorical strategies that oscillate between the moral argument and the sale of goods. The study proposes a historical contextualization of the term 'politically correct' in Brazilian society. It also focuses on mapping the brands that use politically correct and incorrect discourses, and applies a methodology of analysis based on media literacy and semiotics. In this way, it will be possible to verify how some companies develop their advertising narratives and create an authenticity effect. Based on this, it was possible to verify how the chosen companies develop their advertising narratives and create an authenticity effect through their arguments. The study concluded that the analyzed advertisements presented opportunistic and demagogic arguments, but also solidary and activist ones.