SPEECH AND COMMUNICATION STRATEGIES OF THE COMPANY AZUL LINHAS AÉREAS IN PROMOTING AND ADAPTING TO THE PARINTINS FOLK FESTIVAL

Abstract

This research aims to analyze the adaptation of the discourses of the company Azul Linhas Aéreas, which changes the colors of its products and shapes its services for the Parintins Folklore Festival, in an attempt to get closer to its customers and encourage local consumption. To do this, we selected excerpts from the news, a letter from the press conference, and pages from magazines published by the company. The theoretical framework used for the analysis was French Discourse Analysis, proposed by Michel Pêcheux and discussed in Brazil by Eni Orlandi. Observing the discursive sequences, which now take into account the conditions of production of the local socio-cultural context, i.e. the rivalry between the two groups, Garantido and Caprichoso, represented by the colors Red and Blue, respectively, we conclude that there has been a significant effort to adapt the discourses after the company changed its status to the official sponsor of the Festival.