A potência do falso na marca: a imaterialidade do consumo emocional

• Ano de defesa: 2012
• Autor(a) principal: Curtis, Thaís Novais de
• Orientador(a): Santos, Rogerio da Costa
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Consumo; Falsificação; Imaterialidade; Falso; Produção de desejo; Marca
• Palavras-chave em Inglês: Consumption; Forgery; Immateriality; Fake; Production of wish; Brand
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4463

This research aims to investigate how the counterfeit of brands and products could be inserted in the imaginary of contemporary culture as an economic and social force. The study is built on issues raised about the current expansion of the forgery market, as well as the immaterial aspect that follows them up, which focuses directly on the emotional consumption, both sensory and experiential. For the last 30 years there has been considerable effort from companies and their marketing and communication sectors in shifting consumer perceptions of what would be the functional properties of the material consumer goods for the brand values, which come to represent a whole universe of culture, experiences, feelings, affection, thereby changing the dynamics of consumption relations. The immateriality that accompanies the product, represented by the brand, is transformed into a commodity and becomes the object of consumer desire. We will examine the hypothesis that the dematerialization of products, resulting from the emergence of the immaterial economy, understood as an economy of knowledge, information and services, and the consequent branding around an universe of values, beyond, therefore, of the physical feature of consumer goods, finds one s way through a wave of forgeries that aims to associate "second line" products with brands established on consumers minds. It will be investigated recurrent immaterial properties that are ascribed to the counterfeit goods and are able to stimulate the perception of experience on individuals minds. Besides the economic value of the counterfeit goods, there are promises of satisfaction that can be fulfilled by both, the original and the copies. It will be also analyzed how the market of fakes can present itself as a marketing strategy for the dissemination of some brands. The research methodology will extend from studies of immaterial economy and its impact on individual consumer, passing through the development of brand concept and its relations with consumption, to the analysis of counterfeit industry. The authors used as reference of the research are Andrea Semprini, Antonio Negri, Gabriel Tarde, Gilles Deleuze, Gilles Lipovetsky, John Kenneth Galbraith, Juliet Schor, Loretta Napoleoni, Martin Lindstrom, Maurizio Lazzarato, Max Lenderman and Walter Benjamin, among others