Cenografia e ethos discursivo na propaganda Fim de Ano 2021 / Alice e Fernanda do Itaú Unibanco

Abstract

This article aims to describe and analyze the scenography and construction of the discursive ethos in the Fim de Ano 2021 / Alice e Fernanda do Itaú Unibanco advertisement, based on French Discourse Analysis (FDA). This advertisement features little Alice, known to the public for her videos on the internet in which she pronounces difficult words, and the renowned actress Fernanda Montenegro. The analysis corpus is composed of the commercial already referenced. The theoretical-methodological foundation adopted in the article is Discourse Analysis in its enunciative-discursive aspect, as recommended by Maingueneau (2007, 2008a, 2008b, 2013 and 2015), for the use of the concept of scenography and discursive ethos. The results of the study indicate that the advertisement projects the idea that there is a close relationship of empathy between the banking institution and its co-speakers. The acceptance of the campaign is demonstrated by the significant number of views on digital media. The results of the study attest that the scenography is associated with the discursive ethos and together they guarantee the interlocutor's adherence to the speech, which is prepared with a view to achieving satisfaction, loyalty among Itaú Unibanco customers.