Cenografias e ethos institucional no discurso publicitário infantil do McDonald's

Abstract

Considering that the advertising discourse directed at the children's audience can be pointed out as one of the main factors responsible for the high number of sales of the company McDonald's, and also that this segment is also being restricted by the current legislation, the research proposes to analyze, the discursive strategies in McLanche Happy ads. Since 1979 the company has been linking the product to characters from the children's world, however, we have selected three McLanche Feliz ads that are being broadcast in the years 2015, 2016 and 2017 for analysis. The theoretical perspective to be used to carry out this study is the French Discourse Analysis, with Dominique Maingueneau (1997, 2004, 2008, 2013 and 2015) and in the interdiscourse, scenography and ethos categories the basis for analysis. It is believed that by giving voice to characters from children's movies and stories, McLanche Feliz's commercials feature persuasive scenarios that include space, time, and enunciators that corroborate to build an institutional ethos of the brand to which it intends to identify its target audience. With this work, it is hoped to shed light on the strategies and limits of publicity aimed at the children's audience, as well as how they seek the adherence of children in training.