O Discurso da Responsabilidade Social nas Empresas Contemporaneas: valoriza o da humaniza o das marcas nas campanhas publicitárias

From the 1990’s, the perception of environmental impacts and the growing discussion about sustainability and corporate social responsibility are intensified. The issue gains national and international media agenda, giving rise to new business strategies. The discourse of social responsibility and quality of is taken up by advertising campaigns in order to strengthen brand image and boost the competitive edge of several corporations. Based on multidisciplinary bibliographical research, this paper aims to discuss the new rhetoric of big business from the point of view of consumption, media and communication studies. Advertisements from financial institutions are analyzed in order to demonstrate the argument on the humanization of brands.