Educational advertising on youtube: a discursive analysis

The internet has been an increasingly important support for advertising various products. We witness the proliferation of educational advertisements on youtube, aiming for membership of an audience that craves attend university. Thus, the advertising discourse uses linguistic and imagistic strategies increasingly effective. The image constructed in discourse this is a strategy. Therefore, in this study, we aimed to analyze the emerging ethos of sceneries built in educational advertising on youtube. Therefore, we analyzed five videos aimed at pre-university students, adopting as theoretical presuppositions of discourse analysis (AD) French oriented, based on Maingueneau research on the scenes of enunciation. The analysis revealed the variation of topographies and cronografias featuring sceneries, linked to the scenic framework of educational advertising discourse on youtube. Therefore, based on scenes of enunciation, we see the construction of a bold ethos, brave, challenging, among others.