INSTITUTIONAL PROPAGANDA ABOUT BUSINESS SUSTAINABILITY: ANALYSIS OF DISCURSIVE CONSTRUCTION IN ADVERTISING PARTS

Abstract

The objective of this work is to analyze the organizational discourse in four pieces from the Institutional Advertising (IA) of an Institute, whose business deals with the promotion of sustainable development and social well-being. Thus, this study focused on Environmental Responsibility (ER), one of the pillars of Corporate Sustainability (CS), and on investigating how this discourse is built to persuade and sensitize the reader/co-enunciator to acquire a pro-environment position. To this end, we studied the construction of the organizational ethos (via lexicon and arguments) and the textual clutch present in these advertising pieces. The assumptions of: CS (focusing on ER), PI and Discourse Analysis (DA) of the French line were used as theoretical input, the latter also constituting the methodology followed for the examination of the selected material. In DA, theory and methodology are inseparable, that is, it is only possible to speak of methodology involving theoretical elements. Also, to undertake this research, two types of analysis were carried out: that of linguistic data and that of the arguments used in the textual productions examined.