A ironia como recurso estilístico nas campanhas publicitárias da diesel

Abstract

This dissertation intends to investigate the existence of stylistic resources used in the construction of the image of Diesel, having asa corpus of analysis three spring/summer advertising campaigns, beingthem: Be Stupid (2010), Like It? Get It (2016) e Be a Follower (2019). This investigation is deemed necessary given the prominence of the Italian brand Diesel’s advertisements, for relating behavior altrends, current global events, irreverence and creativity on each collection and campaign. The research is based up on the relevance of the study of fashionand communication fields, specifically advertising. It is also noted the important ceof studies focused on marketing strategies, digital media, behavior and social transformations, as they are part of the context of the object of study. Based on the assumption that the brand employs irony in uts advertising campaigns, the question is: how are stylistic resources – employing irony – used Diesel´s advertising campaigns to promote the brand? In addition to the bibliographical research, it was developed a French Discourse Analysis, proposed by Maingueneau (2015). Through the analysis, it was possible to identify how the stylistic resources contributed to the development of the studied campaigns.