A personalização em e-mails promocionais

Abstract

The present study has as a goal, taking as the basis the Politeness Theory, developed by Brown and Levinson (1987), to show how certain strategies of politeness can contribute to personalize the reader/client of promotional e-mails. We analyze some positive politeness strategies, used by opt-in promotional e-mails, that is, the ones sent with the addressee’s permission, and opt-out, that is, the ones sent with no permission. From the presuppose that the politeness strategies, essential in the face-to-face interaction, are used with the objective of client’s personalization. The methodology used is from interpretative and qualitative basis, in that the object of this study is focused through observation and data analysis. The corpus is formed of 30 promotional e-mails (15 opt-in and 15 opt-out). We observed that the major part shoed the politeness strategies, presenting that way, personalization’s mechanisms; differently from the opt-out e-mails, which show few or no personalization’s strategy. The research is situated, then, in a interdisciplinary perspective between Interactional Sociolinguistics and Marketing, contributing for a reflexion about the various strategies used in the publicitary language, a phenomenon so actualt in our lives