Marketing do "espírito humano": uma análise do discurso do marketing 3.0 nos filmes publicitários da Syngenta

Abstract

The world is going through a process of structural tranformation for at least two decades, since the stablishment of the new information and communication technologies. Marketing, as a field of knowledge that came from business admnistration, had its own applications readapted to this new reality. Its aesthetics has been changed in accordance with these times, seeking to sensitize the public through the elaboration of meanings closer to its representation. Having Philip Kotler as a theorical articulator of considerable popularity, the proposals in this area were directed towards the Product itself (marketing 1.0) and the consumer (marketing 2.0) and now they turn to the “human spirit” (marketing 3.0). Therefore, this work aims to analyze the discourse of “humanity” in advertising movies from the Syngenta Company, through the method of the French Discourse Analysis (AD), from a theorical proposal that will be formulated based upon the literature reviews. Regards that, the senses will be comprehended beyond what is said, as the means of verifying whether the propositions, consonantes to consume, constitute themselves as sustainable or carry inconsistences. It’s also expected to see a relationship of technology in the three phases of marketing, in order to highlight the precedent that contributes to its constitution and the evidence effect that circumscribes it, in a way of expressing the ideology that guides the company. From that, we observe the existence of an unilateral and incomplete discourse, that hides the unspoken and the contradictions of what is being said.