AS MARCAS E O CONSUMIDOR: Um estudo dos discursos da publicidade na perspectiva da modificação dos estereótipos na representação da família.The

• Ano de defesa: 2016
• Autor(a) principal: SPADIN, ANA CAROLINA RODRIGUES
• Orientador(a): Gonçalves, Elizabeth Moraes
• Banca de defesa: Galindo, Daniel dos Santos, Peleias Felerico, Selma
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Comunicacao Social
• Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
• País: Brasil
• Palavras-chave em Português: Comunicação, estereótipos na publicidade; família na publicidade; análise do discurso; discurso das marcas
• Palavras-chave em Inglês: Communication; stereotype advertising; family advertising; discourse analysis; brand speech
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/1544

The roles of men and women in contemporary society have been restructured, as well as the very notion of familiar structures. Some brands are aware of these changes and in the marketing context, it is evident that consumers are diverse, with new demands and expectations for recognition of this diversity. This bibliographical study discusses the change of approach in the family representation, demonstrating its mutations roles in advertising, this seen as a socio-cultural product. Therefore a qualitative research subsidized by the French line of discourse analysis will be established. First, the qualitative study is developed from a bibliographic and documentary approach and an empirical part of discourse analysis of advertising campaigns in recent years, selected from its focus on contemporary representations family of brands that treat naturally and accept these transitions, searching them through the analysis of multiple cases of intentional samples advances when it comes to family models, elements that deviate Family conservative representation. It has been shown that there is a tendency of some brands strengthen what is the public who wish to achieve through their discursive constructions that point to the recognition of reconstituted families, for adoption and for the gay and single parenthood, or to confirm the existence the various types of family.