O jogo de imagens no discurso das propagandas de processos seletivos bancários: do que você é feito?

Abstract

The discourse analysis emerges as a field of research that seeks to understand the exposed and silenced meanings in the discourse. In the present study, we used the French approach used by Pecheux, which favors the history and texts coming from institutional instances. The main objective of this article was to analyze in the selected materials, different representations built on working conditions in a banking organization and silences involved in the representations. The DA believes that the subject represents the conditions of discourse production on an imaginary way, being named as image sets of a speech. Silence is named as what is deleted, that cannot or should not be said, to avoid negative meanings of a speech. The study revealed that the bank advertisements construct representations that aim to benefit the bank's identity, as an environment that enables employee development and professional success, silencing aspects such suffer at work, stressful environment and the problems of physical and mental illnesses.