Apostas esportivas: uma análise semiótica das propagandas das bets no Brasil

Abstract

This study aimed to analyze the discourse of advertising campaigns about sports betting that were publicized during the Brazilian championship. To this end, the following research problem guided the foundation of the work: what are the values used in the construction and advertising message used by sports betting? Regarding the methodological procedures, this is an exploratory research that used semiotic analysis through a qualitative approach. Based on the results, it is noted that the discourses presented from the texts and media campaigns exposed potentially influence the final decision of consumers, as they denote the power to convince them to purchase the products displayed. Therefore, advertising uses both semiology and resources from neurolinguistics and psychoanalysis with the clear intention of persuading its target audience to choose its product, among so many others available in an increasingly competitive market. Therefore, the media exerts a significant influence on contemporary society, in a context in which advertising increasingly presents itself as one of the main means used to disseminate ideologies and behaviors, by using triggers to awaken feelings as a way of manipulating target consumers.