Advertising Discourse in Times of Covid-19 Pandemic: An Analysis Using the Appraisal System

Abstract

This article analyzes the advertisement #reinventeofuturo published by Bradesco bank in april 2020, with the aim of investigating the publicity discourse in times of Covid-19 pandemic in the light of the appraisal system developed by Martin and White (2005). It was verified that the semantic traits of evaluability mapped in the advertisement are predominantly in the semantic region of 'ethics' (Judgment - Social Esteem), which refers to the evaluation of human behavior based on social norms and conventions, configuring strong trend the publicity discourse in times of pandemic in adding semantic load of positive evaluation, whose representation of the institutions occurs through the construction of an altruistic image through practices of solidarity and messages of self-confidence.

Keywords:
Appraisal System; Advertising Genre; Covid-19 Pandemic