Persuasão na publicidade da marca Fiat Strada no Brasil

Abstract

This paper addresses the persuasion in advertising the brand Fiat Strada in Brazil and proposes a reflection of the techniques used to dominate an increasingly competitive and diversified market. descriptive exploratory-character study, in view of the observations of the campaigns that objective: To understand the persuasion techniques used in campaigns and the results achieved; Describe aspects related to dissemination strategies involving persuasion Fiat Strada in Brazil. In order to understand the purpose of this analysis, the theoretical basis, will be addressed among others Gomes authors in Advertising Process area and Abreu in Language and Persuasion. In the first chapter will be held to introduce the study, in the second chapter approached aspects related to the topic, the third chapter will discuss the advertising process and the means of communication, in the fourth chapter know the history of Fiat since its arrival in Brazil and end in the fifth chapter will present the corpus examined concerning the Fiat Strada Adventure Locker specifically. It can be observed that the characteristics of the campaigns differ according to the means of which they are transmitted, and advertising campaigns were effected and sustained by effective manufacturing strategies and innovation to show that persuasion happens if reality follow ideas presented.