Sustainability under a communicational and discursive perspective
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2013.139171Keywords:
Communication. Strategy. Discourse. Sustainability.Abstract
The aim of this work is of analyzing the discursive and communicative strategies adopted for the Eletrobras advertising campaign in 2011, the focus of which was sustainability. In order to achieve this goal it was necessary to develop a conceptual milestone as a base for the analytical study. It was concluded that the notion of sustainability is worked on during the campaign not only under the environmental perspective but also considering the social, economic and cultural factors, corroborating with the institutional discourse that reinforces other policies and practices of the organization.
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