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Learning about the elements used in Corporate Social Responsibility commercials and contributing to the academic literature were the main motivations behind this work. The aim of this dissertation was to analyze the advertising of Brazilian organizations that use Corporate Social Responsibility (CSR) in their advertising messages. In this way, the CSR advertisements of four large Brazilian companies were analyzed, seeking to identify the content of the advertisements in relation to the appeal of the language used, the identification of structural and content attributes and the meanings of...