A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes

• Ano de defesa: 2020
• Autor(a) principal: Barbosa, Karen Muzany Pereira Dias
• Orientador(a): Jordão, Janaína Vieira de Paula
• Banca de defesa: Fernandes, Ana Rita Vidica, Tondato, Márcia Perencin, Barbosa, Karen Muzany Pereira Dias
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Goiás
• Programa de Pós-Graduação: Programa de Pós-graduação em Comunicação (FIC)
• Departamento: Faculdade de Informação e Comunicação - FIC (RG)
• País: Brasil
• Palavras-chave em Português: Comunicação; Consumo; Publicidade; Inveja; Classes sociais
• Palavras-chave em Inglês: Communication; Consumption; Publicity; Envy; Social classes
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.bc.ufg.br/tede/handle/tede/10398

This dissertation was intended to analyze the envious indications contained in some advertising films in order to identify how the narrative presented indicates a perspective of similar social classes. Innumerable questions guide this exploratory beginning when it comes to the activities inherent to consumption in modern and postmodern life. Communication in its cultural context works with information collected by the behavioral aspects identified in its possible consumers, so the media works in the perspective of these social representations to be able to send their messages. From an economic point of view, many ideas emerge to originate these elements of visibility of the social use of consumer goods such as conspicuous consumption theory (VEBLEN, 1983). Several studies work on consumption from the point of view of distinction or to satisfy narcissistic desires, as in Bourdieu (2017) or Lipovetsky (1989) respectively, but analysis on the subject who has already consumed predominates. This research proposes to change the look for the observer individual, whose consumption may be viable or not. To this end, a bibliographic study was carried out on the concepts of each proposed phenomenon to later observe the advertising films through frames that were collected. Thus, an image analysis was carried out from the points of similarity between the campaigns, such as, for example, the bias of the skewed look (ALBERONI, 1996), based on the grouping of images entitled Atlas Mnemosyne that was created by Aby Walburg and used by Didi-Huberman (2013). Finally, it was possible to understand the narrative worked on in the ad and identify the context of envy from the point of view of similar social classes through the acquisition of durable and non-durable consumer goods.