The pandemic crisis and the notion of entrepreneurship in the advertising discourse

Abstract

Based on the Analysis of the French Line Discourse, in the wake of theorists Pêcheux, Foucault and Courtine, the article aims to investigate the notion of entrepreneurship materialized in the advertising campaign, "Steady to reinvent the future", of Banco Bradesco. We know that the media, through advertising, promotes meanings. And in this health crisis with consequences in the economic sector, the discourse appears with the objective of dialoguing directly with the public – the entrepreneur. We observed that the articulation of elements constituted in this advertising piece, frame the effects that the company proposes to recreate in the social instance. Such elements act as disciplinary devices to generate profit. There is a proposal to recreate a sense of resilience, companionship and motivation, so that this entrepreneur feels represented by a company that thinks about the future. With these disciplinary technologies that approach a pastoral power, the company proposes to docilize the subjects and make them useful bodies.