Abstract:O presente estudo teve por objetivo analisar as estratégias discursivas das publicidades bancárias brasileiras e inglesas do HSBC, em períodos de crise econômica, na perspectiva da economia moral. A pesquisa foi qualitativa e comparativa, baseada nos pressupostos teórico-metodológicos de Fairclough (2007, 2003, 2012); Chouliaraki & Fairclough (1999); Kress e Van Leeuwen (2001); Sayer (2000, 2004); Bennett (2013a); e Rocha (2010). Os resultados revelaram a existência de um discurso econômico-moral forjado, … Show more
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