Sob a ótica das Relações Públicas, esta pesquisa se desenvolve a partir dos fundamentos teóricos de Pêcheux (1990), Orlandi (2007) e Fernandes (2008) sobre a teoria do discurso, com o objetivo de identificar quais efeitos de sentido se produzem a partir do discurso materializado no cartaz de uma empresa, localizada em Santa Cruz do Sul (RS), em combate ao vírus HIV.
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