O sentido ambientalista como valor imaterial de marcas e mercadorias nas peças publicitárias veiculadas em Veja e Exame

• Ano de defesa: 2014
• Autor(a) principal: Ribeiro, Bianca Bonassi
• Orientador(a): Prado, José Luiz Aidar
• Tipo de documento: Tese
• 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: Ambientalismo; Publicidade; Consumo; Marca; Valor imaterial; Contrato de comunicação
• Palavras-chave em Inglês: Environmentalism; Advertising; Consumption; Brand; Intangible value; Communication contract
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4599

This research aims to identify the framework called environmentalism promoted by the brands and goods in print advertising in magazines Veja and Exame. It begins from a mapping of modalizations of speakers that are built in societies permeated by a disposable consumer culture. The corpus consists of a total of sixty brands that during the years 1995, 2000, 2005 and 2010, have had contracts that the communication strategically follows a logical structure, environmental ethics and aesthetics to be unveiled by the semiotic analysis. The advertisements analyzed showed that syncretic sets divided into thematic groups from environmentalists had discursive currents defined by Alier as ecofriendly, worship the wild and / or environmentalism of the poor. The discursive modalizations were built in its logic biopolitics around five nodal points described by Laclau and Mouffe. When considering the process of semiosis brands as an important element in the construction of the intangible value of the goods, a second stage of analysis was done using the theory of Peirce. For this second phase of the analysis of the corpus, the brand Natura enunciator was chosen, who developed 13 advertisements. The communication contract proposed by this brand has become exemplary in terms of modalizations that summon the enunciatee to the identity of the values of the environmentalists consumers in its capitalist societies. Finally, it is concluded that the brand is the subject that transforms states, and is the sender-handler whose competence is in the modal values: want-to-do, must-do, know-how and can-do green environment