A estratégia publicitária influenciada pelas lógicas de consumo

• Ano de defesa: 2010
• Autor(a) principal: Santor, Fernando Silva
• Orientador(a): Castro, Maria Lilia Dias de
• Banca de defesa: Duarte, Elizabeth Bastos , Machado, Maria Berenice da Costa
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria
• Programa de Pós-Graduação: Programa de Pós-Graduação em Comunicação
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Consumo simbólico; Estratégia publicitária; Identificação; Contrato de comunicação
• Palavras-chave em Inglês: Symbolic consumption; Advertising strategy; Identity; Communication contract
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/6307

The Advertising role on the consumption society promotion has been seen as central and decisive. On the other hand is necessary to question the human consumption behavior that reflect their social, cultural and place motivation as a way to demonstrate their identities (CAMPBELL, 2006). In this way, is up to us relating this identity demonstration process trough the consumption behavior with the advertising practice. To this end we worked with the assumptions of Charaudeau (2006) about his concept of the Communication Contract that allowed us to create analysis categories to make a critic and reflexive observation of advertising commercials from broadcast television signed by companies know worldwide. So, and from theoretical and comparative cases analysis, we could understand the reasons by which the consumption gets this institutionalization degree in our society and how the advertising strategy is influenced by the consumption logics, which pre-define its strategy, orient their shape and restrict their content.