Abstract
This research aimed at analyzing the discursive strategies of HSBC’s Brazilian and English banking advertisements, in an economic crisis context, from the perspective of moral economy. The research was qualitative and comparative, based on the theoretical-methodological assumptions of Fairclough (2007FAIRCLOUGH, N. Discurso e mudança social. Coord. trad. téc. e pref. de Izabel Magalhães. Brasília: Editora da Universidade de Brasília, UNB, 2007 [2001]., 2003FAIRCLOUGH, N. Language and power. New York: Longman, 2003., 2012)FAIRCLOUGH, N. Análise crítica do discurso como método em pesquisa social e científica. In. Linha d’Água, n. 25, v. 2, p. 307-329, 2012.; Chouliaraki & Fairclough (1999)CHOULIARAKI, L.; FAIRCLOUGH, N. Discourse in late modernity: rethinking critical discourse analysis. Edinburgh: Edinburgh University Press, 1999.; Kress and Van Leeuwen (2001)KRESS, G.; VAN LEEUWEN, T. Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Bloomsbury, 2001.; Sayer (2000, 2004SAYER, A. Moral Economy. Published by the Department of Sociology, Lancaster University, Lancaster LA1 4YL, UK, 2004. Disponível em: http://www.comp.lancs.ac.uk/sociology/papers/sayer-moral-economy.pdf.
http://www.comp.lancs.ac.uk/sociology/pa...
); Bennett (2013a)BENNETT, J. Justice, courage and responsibility: post-crisis moral evaluations of capitalism in British political discourse. Journal of Language and Politics. 2013a. Under review.; and Rocha (2010)ROCHA, E. A nova retórica do grande capital: a publicidade brasileira entre o neoliberalismo e a democratização. Comunicação, Mídia e Consumo. Revista do Programa de Pós-graduação em Comunicação e práticas de consumo. ESPM. v.1. n. 2. 2010.. The results revealed the existence of an economic-moral discourse forged, contradictory, in intersection with multimodal strategies, reinforced by the new rhetoric of capital, with the aim of co-opting consumers, in favor of the interests of banks for the permanence of capital.
Keywords
Moral economy; Critical Discourse Analysis; Multimodality; Bank advertisement
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