Critical Discourse Analysis in the Advertising to the Launching of the Citroën C3 Picasso

Abstract

The aim of this study was to identify the type of advertising was used in launching new products in the automotive sector in Brazil. The advertising campaign ‘Citroën C3 Picasso. Life cubed’ was the study platform. A critical discourse analysis – CDA - according to the precepts of Fairclough (1995) was adopted as the method. It is a single case study. The advertisements showed that the language of advertising in launching products in the automotive sector have emotional content. The results confirmed the use of transformational advertising as the protagonist of the advertising campaign to launch particular car in Brazil.