Relações Públicas nas agências de comunicação: uma análise dos discursos dos mercados

Public Relations is an area of communication that has many definitions given by both professional associations and by many authors. Academic and professional discussions on a precise definition of the area are recurrent. Considering this issue, it was decided to study the relationship between public relations and communications agencies, assuming that this is a market segment that includes the public relations. This paper analyzes the discourses of communication agencies and how the Public Relations are handled by them. For this, it was used theories about the history of public relations as well as definitions and concepts of its main authors. Furthermore, we present the characteristics of communication agencies, the contexts associated with its emergence in Brazil and the future prospects of this market segment in the opinion of the professionals who work in it. The study about the discourses of communications agencies was based on French Discourse Analysis, using books from important authors of the area, such as José Fiorin and Helna Brandão. The discourses analyzed were those present on websites of three communications agencies in the state of Sao Paulo. It was noted that not always the participation of public relations in communication agencies is highlighted, although the services of these agencies are based on techniques and typical functions of Public Relations. Above all, what the discourses are seeking to highlight are the experience and expertise in organizational communication owned by its staff

Diga-me quem tu és: o léxico-marketing na publicidade e o comportamento de gêneros sociais

It is unanimous among lexicologists that lexical units present deep marks in the representativeness of cultural and behavioral issues. Thus, some scholars have been proposing methodologies in order to enable the verification, scientifically, of mechanisms to systematize the lexicon within a specific time/space. In this way, it would be possible to promote discussions about its relations with social matters. These lexical contents can be analyzed, for instance, in the publicity having in mind its power of extending the desires of its receiver/customer to the acquisition of products/services since it is a media outlet that provide aids, by means of verbal texts produced by advertising editors, in order to deal with issues of our society, as those related to female and male genders. From all of this, the present article aims at organizing lexical items in market segments, here referred to lexicon-marketing, so as to make possible observation of social behaviors in the universes of both women and men.

A publicidade na canção: diversão como sedução de solução

This article intends to cause reflection on the advertisement strategy applied by Fernanda Abreu (FA) in order to understand the song “Disco Club 2 (Melo Radical)” from the album SLA radical dance disco club by FA. The composition seduces the subjects involved in the song process to listen to it somehow. The analysis is based on chronotopy, conception developed by the Bakhtin, Medvedev and Volochinov Circle. The idea carried by the song is a meeting at night at a funk club where FA is with other people. Therefore, the song becomes its own advertisement as a product of consumerism.

Publicidade em odontologia: avaliação dos aspectos éticos envolvidos

Objective: To verify whether the professionals who make use of advertising in Dentistry by means of billboards respect the ethical aspects determined by the Federal Council of Dentistry Resolution No 71, 2006. Methods: This was an observational study in which 178 billboards of dental clinics in the municipality of São Paulo were assessed. Results: Among the billboards analyzed, 91.4% belonged to private persons and 9.6% to corporate bodies. With regard to the ethical aspects related to the advertisement, only 44.9% of the billboards presented all the mandatory items in accordance with the Federal Council of Dentistry. The item found the least number of times in the advertisements was the registration number in the Regional Council of Dentistry (34.8%). Among the items allowed by the Federal Council of Dentistry, the telephone number (65.2%) was the most commonly found. Among the ethical infractions, 1.7% of the billboards advertised the terms of payment. Conclusion: Professionals are not following the ethical precepts established by the Code of Ethics in Dentistry, and awareness of these professionals needs to be aroused, so that information about their services is communicated and divulged in an ethical manner.

Aplicações folkcomunicacionais na publicidade

O presente trabalho faz uma análise de anúncios publicitários onde são utilizados elementos da folkcomunicação na construção da linguagem publicitária. Empregando a pesquisa bibliográfica e documental buscamos evidenciar quais são esses elementos e como eles são apropriados pela linguagem publicitária. Os conceitos da folkcomunicação, na área da publicidade, mostram que, na realidade, os “comunicadores folclóricos” traduzem os conteúdos complexos dos meios de comunicação de massa e os interpretam segundo valores tradicionais das camadas populares, conforme conceitos definidos por Luiz Beltrão. Essa tradução faz a aproximação com o público tão almejada pela publicidade, criando espaços de entendimento e de consumo dos bens ofertados. Nesta pesquisa, foi possível demonstrar como, em várias situações publicitárias, as apropriações dos conceitos folk são incorporados na e pela linguagem da publicidade.