Portal de Periódicos da CAPES

"ORGULHO GAÚCHO": DE ELEMENTO IDENTITÁRIO REGIONAL À ESTRATÉGIA PUBLICITÁRIA

2010; Universidad de Los Hemisferios; Volume: 15; Issue: 74 Linguagem: Inglês

1605-4806

Bruno Kegler, Maria Ivete Trevisan Fossá,

Cultural, Media, and Literary Studies

We discussed the use of the principles and values recommended by the Traditionalist Movement (MTG) in the video advertising Gaucho Proud from Banrisul Bank. While highlighting the values of an identity, it guides the way of feeling, thinking and acting from the individual and, through processes of identification and projection on mythical or real personalities that embody the values contained in the video, it establishes the link between public and organization. Through qualitative checks as the regional thematic constitutes a communication strategy in consolidating the Banrisul identity.