%0 Journal Article
%T Natura: storytelling persuasivo na propaganda de cosm¨¦ticos
%A M¨˘rcia Val¨¦ria Alves Gomes
%A Rosana Utida Papassoni Salvador
%A Adenil Alfeu Domingos
%J ECCOM
%D 2010
%I Faculdades Integradas Teresa D'?vila, (Fatea)
%X This article aims to apply the concept of storytelling, defined by author Christian Salmon as a kind of narrative format that seeks thoughts and will power and profit of the person uses. Relate this concept to the advertising company Natura, is used as a corpus analysis of three advertisements of the company, which were conveyed in different media means. Our objective was to demonstrate the existence of storytelling in all ads analyzed.
%K Storytelling
%K Advertising
%K Media discourse
%U http://publicacoes.fatea.br/index.php/eccom/article/view/405/261