Abstract

MARQUES, Maria Gorete Costa  and  SILVESTRE, Maria Carminda Bernardes. Brands in Times of COVID-19: When Values Overlap with Dominant Advertising Practices. Revista Convergências [online]. 2021, vol.14, n.27, pp.27-38.  Epub May 31, 2021. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.27.88.

Brands/ brand(ing) are inscribed in discursive formations that constitute everything that is said about these, all the assertions that name them, describe, explain, trace their development, and map them in a historical and cultural time. This article aims to analyse the behaviour of brands that stood out in times of COVID-19, assuming this moment a historical time, transformative to a post-Covid paradigm that deserves to be pondered. From a qualitative approach within the theoretical framework of Systemic-Functional Linguistics (Halliday, 2004), and Critical Discourse Analysis (Fairclough, 1995), we study the brand from a discursive perspective, analysing the main corpus constituted by the behaviour of brands in the period from March to June 2020, mediated by Portuguese television to identify changes in progress at the level of society and brands.

Keywords : brand(ing); discourse; ideology; values; practices.

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