Meaning effects of (un)sustainability in print advertisements by Real/Santander Bank

摘要

This article aims to reflect on the discourse of Real/Santander Bank under two perspectives: a) the characteristic of its repeatability in the bank’s discourse materialised in print ads published in Veja magazine during the Decade of Education for Sustainable Development; and b) how the bank constructs discursive processes that lead to the production of sustainability meaning effects in their ads. Among other things, we observed that the discourse process of the bank is anchored in words of interdiscourse that give rise to positioning, as well as in its own previous discourse (advertisement).