Analysis of institutional campaign credit unions

Given the competitiveness that has been established in the market, organizations lack specific and unified forms of communication for dialogue with the public effectively happen. Thinking about it, this study aimed to find out what are the arguments used in the institutional campaign Sicredi that make it sensitizes the public and is presented differently. To this end, the case study methodology will be used, documentation and the collection technique used, and the information interpreted from discourse analysis. Based on the analysis of four different pieces that make up the campaign, it can be concluded that the organization's goal is to reiterate its differentials, making Sicredi be perceived from its attributes as the constitution and differentiated business model compared to banks' traditional, raising public awareness from elements that reinforce the emotional side.