{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,2,21]],"date-time":"2025-02-21T20:56:57Z","timestamp":1740171417323,"version":"3.37.3"},"reference-count":0,"publisher":"Universidade de S\u00e3o Paulo. Ag\u00eancia de Bibliotecas e Cole\u00e7\u00f5es Digitais","issue":"1","license":[{"start":{"date-parts":[[2024,3,14]],"date-time":"2024-03-14T00:00:00Z","timestamp":1710374400000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0"}],"funder":[{"DOI":"10.13039\/501100001871","name":"Funda\u00e7\u00e3o para a Ci\u00eancia e a Tecnologia","doi-asserted-by":"publisher","award":["UIDB\/00661\/2020"],"award-info":[{"award-number":["UIDB\/00661\/2020"]}],"id":[{"id":"10.13039\/501100001871","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Linha \u00c1gua (Online)"],"abstract":"<jats:p>Advertising has found opportunities and challenges in the new digital media. In these ways of communicating, we recognize complexity, variety, increased immediacy, and new dialogisms. Institutions and brands became aware of the impact of these new media and the need for more efficient communication. Discourse studies are an instrument for analysing promotional messages in traditional and digital media, but also contribute to institutions and brands using these media in efficient and ethically responsible ways. Three approaches are revisited to assess its spectrum of analysis: looking at communication as (1) social interaction, revealing power relations, cultural processes, and discursive practices (critical discourse analysis); (2) understanding the rhetorical architecture of the textual fabric, which enables an argumentative, persuasive, and effective discourse (rhetoric and argumentation); (3) examine the contribution of pragmatic linguistics to the understanding of language in the interaction created in new media (principles of conversation and implicature).<\/jats:p>","DOI":"10.11606\/issn.2236-4242.v37i1p149-169","type":"journal-article","created":{"date-parts":[[2024,3,15]],"date-time":"2024-03-15T17:28:32Z","timestamp":1710523712000},"page":"149-169","source":"Crossref","is-referenced-by-count":0,"title":["O contributo dos estudos discursivos na constru\u00e7\u00e3o de mensagens publicit\u00e1rias nos meios digitais: an\u00e1lise da comunica\u00e7\u00e3o de uma marca de \u00e1gua de mesa"],"prefix":"10.11606","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3586-6061","authenticated-orcid":false,"given":"Elsa","family":"Sim\u00f5es","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4215-2734","authenticated-orcid":false,"given":"Sandra","family":"Tuna","sequence":"additional","affiliation":[]}],"member":"4873","published-online":{"date-parts":[[2024,3,14]]},"container-title":["Linha D'\u00c1gua"],"original-title":[],"link":[{"URL":"https:\/\/www.revistas.usp.br\/linhadagua\/article\/download\/213233\/203267","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.revistas.usp.br\/linhadagua\/article\/download\/213233\/204588","content-type":"text\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.revistas.usp.br\/linhadagua\/article\/download\/213233\/203267","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2024,6,26]],"date-time":"2024-06-26T18:46:07Z","timestamp":1719427567000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.revistas.usp.br\/linhadagua\/article\/view\/213233"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,3,14]]},"references-count":0,"journal-issue":{"issue":"1","published-online":{"date-parts":[[2024,3,14]]}},"URL":"https:\/\/doi.org\/10.11606\/issn.2236-4242.v37i1p149-169","relation":{},"ISSN":["2236-4242","0103-3638"],"issn-type":[{"type":"electronic","value":"2236-4242"},{"type":"print","value":"0103-3638"}],"subject":[],"published":{"date-parts":[[2024,3,14]]}}}