As imagens do luxo: a relação entre o consumir e o ser consumido

• Ano de defesa: 2010
• Autor(a) principal: Oliveira, Pedro Henrique de Carvalho
• Orientador(a): Baitello Junior, Norval
• 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 reverso; Luxo; Análise de anúncios; Socioconsumo; Marca; Mercado
• Palavras-chave em Inglês: Reverse consumption; Luxury; Analysis of advertisements; Social consumption; Brand; Market
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5331

By means of ads run in the luxury market, this research aims to demonstrate how the procurement process in force in the luxury market is structured, where someone who purchases the designer product is the same person that is acquired by the brand itself, so there is an acquisition process between both parties. The hypothesis is that there are factors implicit in the actions of buying luxury acting on consumers, defining them implicitly while they believe that they are subjects of their own behaviors. The methodology adopted was to collect advertisements for luxury products aimed at the fairly affluent market, taken from magazines with a readership profile of class A, according to the Serasa Experian Criterion, the national method for measuring the social class of individuals based on the conditions of life and earning opportunities. Such an analysis is carried out mainly from the semiotic imagery of culture, anthropology and image theory. In order to develop the work it was necessary to complete a brief study, not just about what is meant by the luxury market, but also the claims related to consumption as a social and cultural phenomenon, environments where specialty acquisition belongs. The theoretical basis for the development of the research is from authors such as Tomás Moulian, Gilles Lipovetsky, Jean Baudrilard, Zygmunt Bauman, as well as Villém Flusser, Ivan Bystrina and Norval Baitello Jr. The body of this research is basically composed of Brazilian luxury magazines. As a thematic profile, there is a special focus on ads related to products for personal use, not just because of the importance of brands and the variety of items available to potential buyers, but also because of the scope of this market. As a hypothesis, in the case of luxury acquisitions, the first implication is that there is a second form of consumption coming from the product to the buyer, which is known as reverse consumption. The second relates to the fact that, in addition to the determination of the individual, there is a hetero-determination quality in the buying process based on the other, from a need for positive social self-assertion