ORGANIZATIONAL SPEECHES: SET DESIGNS THAT BUILD THE IMAGE AND THE IDENTITY

Abstract

The theme of this research understands a study regarding the lines of the identity and of the organizational image, being served as the enunciative connections configured in the set design and in the corporate discursive ethos. Investigates, also, signical potentialities of the images projected in the discursive materiality, presents in the publicity of the Brazilian company Italínea furniture Industry, based in Rio Grande do Sul, detached in the institutional movie 2014, which it served as corpus for this study. The objective was to investigate the present speech in the film starting from the verb-visual communication and of their interrelations with the organizational context. It is treated of a theoretical and analytical study that it was based in theories and in authors of the communication and publicity (KOTLER; KELLER, 2006), of the semiotics applied (SANTAELLA, 2002), in interface with the presuppositions of the analysis of the speech of the French school (MAINGUENEAU, 1997, 2002, 2008a, 2008b). The methodological procedures used were research exploratory-descriptive, bibliographical and a study of case that was developed in a furniture industry. The analysis happened through the qualitative approach. The results pointed that the ethos is aided by a set design that, through practices discursive-communicationals, it wins sense through the verb-visual language, by a whole interrelated that it echoes the image of the company Italínea.