Oferta eletrônica e publicidade abusiva nos meios eletrônicos
Ano de defesa: | 2014 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
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 Direito
|
Departamento: |
Faculdade de Direito
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tede2.pucsp.br/handle/handle/6460 |
Resumo: | Having as a starting point the advertising in the globalized consumer market, theme that serves as a background for developing this study, and at the same time, reflecting on the profound changes in society, that began in the United Kingdom with the Industrial Revolution during the mid-eighteenth century and culminated in the current globalized consumer society, in which marketing plays a fundamental role, by creating desires and influencing individuals in their consumption choices, we intend to investigate whether the advertisements aired on electronic media obey the rules contained in code of Consumer Rights and in what situations they fall abusive. Regards methodology, the study is oriented by deductivist approach and technique of bibliographic research. As for the structure, the research includes five chapters. The first is devoted to the study of the origin of individual rights and guarantees, the evolution of the citizenship and the constitutional protection of consumer, even regarding relations firmed at the web. The second chapter discusses the rise of diffuse and collective rights as a new category of rights, whose goal is the protection of rights and interests that transcend the individual level because they belong to the community and include the right to health, a healthy environment, quality of life and the publicity which respects the principles sculptured in the Code of Consumer Protection. The third chapter discusses about the integration of the Civil Code and the Consumer Protection Code, standard character principle which constitutes a guideline for consumer protection, and has the nature of micro system, given their interaction with civil law and other legal branches. The consumer market, the offer and the electronic media, the abusive and misleading advertising and its consequences, as well as advertising principles that protect the internet user consumer, will be scrutinized in the fourth chapter. The fifth chapter discusses the phenomenon of online social networks, new ways of advertising to the online environment, without forgetting the abusive ways that comes within this process, justifying the existence of institutional control as CONAR and its rules of advertising self-regulation. Finally, it is safe to say that marketing is a product of mass society and, as such, can become aggressive and violate principles of advertising sculptured at the Consumer Defense Code, in particular when wants to earn money with electronic media for broadcasting advertisement, featuring abusiveness in some cases, either by invading the private sphere of the individual, either present as a veiled advertising |
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Federighi, Suzana Maria Pimenta Catta Pretahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4430179U3Gabriel, Eliana Kamada2016-04-26T20:22:55Z2014-07-242014-06-16Gabriel, Eliana Kamada. Oferta eletrônica e publicidade abusiva nos meios eletrônicos. 2014. 131 f. Dissertação (Mestrado em Direito) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2014.https://tede2.pucsp.br/handle/handle/6460Having as a starting point the advertising in the globalized consumer market, theme that serves as a background for developing this study, and at the same time, reflecting on the profound changes in society, that began in the United Kingdom with the Industrial Revolution during the mid-eighteenth century and culminated in the current globalized consumer society, in which marketing plays a fundamental role, by creating desires and influencing individuals in their consumption choices, we intend to investigate whether the advertisements aired on electronic media obey the rules contained in code of Consumer Rights and in what situations they fall abusive. Regards methodology, the study is oriented by deductivist approach and technique of bibliographic research. As for the structure, the research includes five chapters. The first is devoted to the study of the origin of individual rights and guarantees, the evolution of the citizenship and the constitutional protection of consumer, even regarding relations firmed at the web. The second chapter discusses the rise of diffuse and collective rights as a new category of rights, whose goal is the protection of rights and interests that transcend the individual level because they belong to the community and include the right to health, a healthy environment, quality of life and the publicity which respects the principles sculptured in the Code of Consumer Protection. The third chapter discusses about the integration of the Civil Code and the Consumer Protection Code, standard character principle which constitutes a guideline for consumer protection, and has the nature of micro system, given their interaction with civil law and other legal branches. The consumer market, the offer and the electronic media, the abusive and misleading advertising and its consequences, as well as advertising principles that protect the internet user consumer, will be scrutinized in the fourth chapter. The fifth chapter discusses the phenomenon of online social networks, new ways of advertising to the online environment, without forgetting the abusive ways that comes within this process, justifying the existence of institutional control as CONAR and its rules of advertising self-regulation. Finally, it is safe to say that marketing is a product of mass society and, as such, can become aggressive and violate principles of advertising sculptured at the Consumer Defense Code, in particular when wants to earn money with electronic media for broadcasting advertisement, featuring abusiveness in some cases, either by invading the private sphere of the individual, either present as a veiled advertisingTomando como ponto de partida a publicidade no mercado globalizado de consumo, tema que serve de pano de fundo para o desenvolvimento deste estudo, e ao mesmo tempo refletindo sobre as profundas alterações sociais que iniciaram no Reino Unido, com a Revolução Industrial ocorrida em meados do século XVIII, e culminaram na atual sociedade de consumo globalizada, na qual o marketing desempenha papel fundamental ao criar desejos e influenciar o indivíduo em suas escolhas de consumo, pretende-se verificar se as peças publicitárias veiculadas nos meios eletrônicos obedecem às regras contidas no Código de Defesa do Consumidor e em quais situações elas se relevam abusivas. No plano metodológico, o estudo se orienta pela abordagem dedutivista e a técnica de pesquisa bibliográfica. Quanto à estrutura, a pesquisa contempla cinco capítulos. O primeiro se dedica ao estudo da origem dos direitos e garantias individuais, evolução do conceito de cidadania e proteção constitucional do consumidor, inclusive no âmbito das relações firmadas via web. O segundo capítulo discorre sobre o surgimento dos direitos difusos e coletivos como nova categoria de direitos, cujo objetivo é a tutela dos interesses e direitos que transcendem a esfera individual, pois pertencem à coletividade, como o direito à saúde, ao meio ambiente saudável, à qualidade de vida e à publicidade que respeite os princípios insculpidos no Código de Defesa do Consumidor. O terceiro capítulo analisa a integração do Código Civil e do Código de Defesa do Consumidor, norma esta de caráter principiológico, de diretriz de defesa do consumidor e, ainda, de natureza de microssistema, haja vista a sua interação com a legislação civil e com normas de outros ramos do direito. O mercado de consumo, a oferta e os meios eletrônicos, as publicidades abusiva e enganosa e seus desdobramentos, bem como os princípios publicitários que protegem o consumidor internauta serão esmiuçados no quarto capítulo. O quinto capítulo aborda o fenômeno das redes sociais online, as novas modalidades de publicidade que aderem ao ambiente virtual, sem olvidar a abusividade que vem a reboque deste processo, justificando a existência de controles institucionais como o Conar e suas normas de autorregulamentação da publicidade. Por fim, é certo afirmar que o marketing é um produto da sociedade de massa e, como tal, pode se tornar agressivo e violar princípios da publicidade insculpidos no CDC, em especial quando se vale dos meios eletrônicos para veiculação da publicidade, caracterizando em alguns casos a abusividade, seja por invadir a esfera privada do indivíduo, seja por apresentar-se como publicidade veladaapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/14930/Eliana%20Kamada%20Gabriel.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em DireitoPUC-SPBRFaculdade de DireitoDireitos fundamentaisCidadaniaDefesa do consumidorDireitos difusos e coletivosMercado de consumoPublicidade abusivaFundamental rightsConsumer defenseDiffuse and collective rightsConsumer marketElectronic offerAbusive advertisingCNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITOOferta eletrônica e publicidade abusiva nos meios eletrônicosElectronic offer and abusive advertising in electronic mediainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTEliana Kamada Gabriel.pdf.txtEliana Kamada Gabriel.pdf.txtExtracted texttext/plain306006https://repositorio.pucsp.br/xmlui/bitstream/handle/6460/3/Eliana%20Kamada%20Gabriel.pdf.txtcc622a20a95b3d39c5ba603c66a556f8MD53ORIGINALEliana Kamada Gabriel.pdfapplication/pdf862522https://repositorio.pucsp.br/xmlui/bitstream/handle/6460/1/Eliana%20Kamada%20Gabriel.pdfa49c7733a4b586e8655cbbd96e0b215bMD51THUMBNAILEliana Kamada Gabriel.pdf.jpgEliana Kamada Gabriel.pdf.jpgGenerated Thumbnailimage/jpeg1943https://repositorio.pucsp.br/xmlui/bitstream/handle/6460/2/Eliana%20Kamada%20Gabriel.pdf.jpgcc73c4c239a4c332d642ba1e7c7a9fb2MD52handle/64602022-08-22 18:11:45.352oai:repositorio.pucsp.br:handle/6460Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-08-22T21:11:45Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
dc.title.alternative.eng.fl_str_mv |
Electronic offer and abusive advertising in electronic media |
title |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
spellingShingle |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos Gabriel, Eliana Kamada Direitos fundamentais Cidadania Defesa do consumidor Direitos difusos e coletivos Mercado de consumo Publicidade abusiva Fundamental rights Consumer defense Diffuse and collective rights Consumer market Electronic offer Abusive advertising CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO |
title_short |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
title_full |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
title_fullStr |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
title_full_unstemmed |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
title_sort |
Oferta eletrônica e publicidade abusiva nos meios eletrônicos |
author |
Gabriel, Eliana Kamada |
author_facet |
Gabriel, Eliana Kamada |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Federighi, Suzana Maria Pimenta Catta Preta |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4430179U3 |
dc.contributor.author.fl_str_mv |
Gabriel, Eliana Kamada |
contributor_str_mv |
Federighi, Suzana Maria Pimenta Catta Preta |
dc.subject.por.fl_str_mv |
Direitos fundamentais Cidadania Defesa do consumidor Direitos difusos e coletivos Mercado de consumo Publicidade abusiva |
topic |
Direitos fundamentais Cidadania Defesa do consumidor Direitos difusos e coletivos Mercado de consumo Publicidade abusiva Fundamental rights Consumer defense Diffuse and collective rights Consumer market Electronic offer Abusive advertising CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO |
dc.subject.eng.fl_str_mv |
Fundamental rights Consumer defense Diffuse and collective rights Consumer market Electronic offer Abusive advertising |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::DIREITO |
description |
Having as a starting point the advertising in the globalized consumer market, theme that serves as a background for developing this study, and at the same time, reflecting on the profound changes in society, that began in the United Kingdom with the Industrial Revolution during the mid-eighteenth century and culminated in the current globalized consumer society, in which marketing plays a fundamental role, by creating desires and influencing individuals in their consumption choices, we intend to investigate whether the advertisements aired on electronic media obey the rules contained in code of Consumer Rights and in what situations they fall abusive. Regards methodology, the study is oriented by deductivist approach and technique of bibliographic research. As for the structure, the research includes five chapters. The first is devoted to the study of the origin of individual rights and guarantees, the evolution of the citizenship and the constitutional protection of consumer, even regarding relations firmed at the web. The second chapter discusses the rise of diffuse and collective rights as a new category of rights, whose goal is the protection of rights and interests that transcend the individual level because they belong to the community and include the right to health, a healthy environment, quality of life and the publicity which respects the principles sculptured in the Code of Consumer Protection. The third chapter discusses about the integration of the Civil Code and the Consumer Protection Code, standard character principle which constitutes a guideline for consumer protection, and has the nature of micro system, given their interaction with civil law and other legal branches. The consumer market, the offer and the electronic media, the abusive and misleading advertising and its consequences, as well as advertising principles that protect the internet user consumer, will be scrutinized in the fourth chapter. The fifth chapter discusses the phenomenon of online social networks, new ways of advertising to the online environment, without forgetting the abusive ways that comes within this process, justifying the existence of institutional control as CONAR and its rules of advertising self-regulation. Finally, it is safe to say that marketing is a product of mass society and, as such, can become aggressive and violate principles of advertising sculptured at the Consumer Defense Code, in particular when wants to earn money with electronic media for broadcasting advertisement, featuring abusiveness in some cases, either by invading the private sphere of the individual, either present as a veiled advertising |
publishDate |
2014 |
dc.date.available.fl_str_mv |
2014-07-24 |
dc.date.issued.fl_str_mv |
2014-06-16 |
dc.date.accessioned.fl_str_mv |
2016-04-26T20:22:55Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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Gabriel, Eliana Kamada. Oferta eletrônica e publicidade abusiva nos meios eletrônicos. 2014. 131 f. Dissertação (Mestrado em Direito) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2014. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/6460 |
identifier_str_mv |
Gabriel, Eliana Kamada. Oferta eletrônica e publicidade abusiva nos meios eletrônicos. 2014. 131 f. Dissertação (Mestrado em Direito) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2014. |
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