Sponsorship of the LGBT parade by the tobacco industry and promotion of its heated tobacco product from the perspective of critical discourse analysis

Abstract Brazil has advanced in tobacco control actions, with a significant decline the prevalence of use. However, it is essential to identify more vulnerable populations, such as LGBT persons. This study aimed analyze discursive production sustaining search for support and penetration industry among population, taking sponsorship Philip Morris Brasil parade São Paulo 2019. We employed critical discourse analysis report published on blog. The piece points use vocabularies diversity, inclusion, modernity, innovation, which concern cause launch its new product. text conveys high commitment courteous tone, using resources that associate company technical behavioral innovation ideas. It communicates intertextually regulatory bodies about introducing product Brazilian market (prohibited Brazil). uses different ideological operators, euphemism smokeless or smoke-free future. work shows strategy promote heated while supporting promoting positive corporate image.