Os processos de apropriação dos objetivos de desenvolvimento sustentável (ODS) pela publicidade brasileira de cosméticos: análise da natura e o boticário

Abstract

The objective of this study is to identify and analyze the processes of appropriation of the Sustainable Development Goals are appropriated by cosmetics advertising, more specifically, by the two largest cosmetics companies in Brazil, Natura and O Boticário. To support this analysis, the research is organized into four parts. The first part contemplates the understanding of the different meanings, conceptions, breadth and historical process of the notion of development. In the second part, an investigation is carried out that allowed us to understand the relationship between advertising practices and sustainable development. Sequentially, the third part deals with communication aimed at sustainability. In this analysis, we focus our attention on the advertising communication of contemporary organizations. After the theoretical support built in the mentioned parts, the research ends with the analysis of the corpus, which was divided into two stages: in the first stage, the survey and identification of the SDGs that are appropriated and materialized by the advertising discourse of the companies Natura and O Boticário were carried out. In the second stage, of corpus study, a discursive analysis of commercial advertisements that address the environmental dimension was carried out. This last chapter makes it possible to understand the issues raised in the research, which seeks to understand the construction of cosmetics advertising discourse, based on the appropriation of the notion of sustainable development, the Sustainable Development Goals (SDGs), a key issue for contemporary times, which mitigate structural dimensions in society, such: as economic, social and environmental.