O programa de qualidade de vida do trabalho : o desenvolvimento da tessitura de um discurso

Abstract

This work studies the weft of the discourse of Working Quality Program of Life by bias-Critical Textual Analysis. To that end, verbal and nonverbal texts of institutional advertising AmBev 2010 were used: AmBev. Made by people and dreams. The corpus analyzed was the first one published in a campaign of a number of thirty, because that one has texts full of persuasion, ideology and argument. The general objective was consisted in revealing the (s) effect (s) of meaning produced (s) by motivational advertisement programs of quality of life at work. This is an exploratory and qualitative research with technical resources, the use of literature review and an analysis of the verbal-visual discourse in the ad. The research was based on Fairclough (1989, 1995, 2001), Koch (2006, 2007, 2008, 2011), Ducrot (1987, 1989), Marcuschi (1994, 2008), Chiavenato (1989, 1996, 2002, 2003) . Analyses indicated that the advertising discourse on the quality of life at work masks the extraction of surplus value with the "new" forms of control of capital over labor, besides the appropriation of the subjectivity of the worker. It is believed that this speech can not promote quality of life, but stress