Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo

Detalhes bibliográficos
Autor(a) principal: Bernardo, Naiá Anacleto
Data de Publicação: 2017
Tipo de documento: Trabalho de conclusão de curso
Idioma: por
Título da fonte: Repositório Universitário da Ânima (RUNA)
Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/10581
Resumo: The present work aims to carry out a study about the ideological propaganda that involves the beauty standards of modern society, through the accomplishment of a case study involving advertising campaigns of the LUPO brand. Initially, the research is due to the definition of what would be beauty and its development in the history of civilization, with a special focus on how the premises that involve the cult of beauty migrated from a purely artistic conception to an ideological reality related to the consumer market . Subsequently, the debates enter into the concepts of ideology, demonstrating how the influence of the media contributes to the consumption behavior of society, especially as regards the characterization of new values ​​that involve the ideal of beauty, which go beyond the perfect body and encompass concepts of well-being, health, intelligence, purchasing power and social prestige. The focus is on specifying how these concepts add to the conception of beauty and propagate ideologically through globalized and polarized advertising. Finally, the research has the case study involving episodes related to advertisements of the LUPO brand, highlighting the ideological aspect corresponding to each of them, as well as the values ​​listed that match the contemporary conception of beauty and how the LUPO brand uses the artistic manifestations of beauty into something purely commercial according to the imposed ideology.
id Ânima_9a8632d6a994c36b82ab1907888aad60
oai_identifier_str oai:repositorio.animaeducacao.com.br:ANIMA/10581
network_acronym_str Ânima
network_name_str Repositório Universitário da Ânima (RUNA)
repository_id_str
spelling Propaganda ideológica e padrões de beleza: estudo de caso da marca LupoIdeological propaganda and beauty standards: Lupo mark case studyBelezaPropagandaIdeologiaLupoThe present work aims to carry out a study about the ideological propaganda that involves the beauty standards of modern society, through the accomplishment of a case study involving advertising campaigns of the LUPO brand. Initially, the research is due to the definition of what would be beauty and its development in the history of civilization, with a special focus on how the premises that involve the cult of beauty migrated from a purely artistic conception to an ideological reality related to the consumer market . Subsequently, the debates enter into the concepts of ideology, demonstrating how the influence of the media contributes to the consumption behavior of society, especially as regards the characterization of new values ​​that involve the ideal of beauty, which go beyond the perfect body and encompass concepts of well-being, health, intelligence, purchasing power and social prestige. The focus is on specifying how these concepts add to the conception of beauty and propagate ideologically through globalized and polarized advertising. Finally, the research has the case study involving episodes related to advertisements of the LUPO brand, highlighting the ideological aspect corresponding to each of them, as well as the values ​​listed that match the contemporary conception of beauty and how the LUPO brand uses the artistic manifestations of beauty into something purely commercial according to the imposed ideology.O presente trabalho tem por objetivo a realização de um estudo acerca da propaganda ideológica que envolve os padrões de beleza da sociedade moderna, por meio da realização de um estudo de caso envolvendo campanhas publicitárias da marca LUPO. Inicialmente, a pesquisa fica por conta da definição do que seria beleza e o seu desenvolvimento na história da civilização, com enfoque especial em como as premissas que envolvem o culto ao belo migraram de uma concepção puramente artística para uma realidade ideológica relacionada ao mercado do consumo. Posteriormente, os debates adentram aos conceitos de ideologia, demonstrando como a influência da mídia contribui para o comportamento de consumo da sociedade, principalmente no que tange à caracterização de novos valores que envolvem o ideal de beleza, os quais vão além do corpo perfeito e englobam conceitos de bem-estar, saúde, inteligência, poder aquisitivo e prestígio social. O foco é especificar como esses conceitos se agregam à concepção de beleza e se propagam ideologicamente por meio da publicidade globalizada e polarizada. Por fim, a pesquisa conta com o estudo de caso envolvendo episódios relacionados às propagandas da marca LUPO, salientando o aspecto ideológico correspondente a cada uma delas, bem como quais os valores elencados que condizem com a concepção contemporânea de beleza e como a marca LUPO utiliza as manifestações artística da beleza em algo puramente comercial de acordo com a ideológia imposta.Silveira, TeresinhaBernardo, Naiá Anacleto2017-12-15T15:53:41Z2020-11-29T04:56:46Z2017-12-15T15:53:41Z2020-11-29T04:56:46Z2017info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis71 f.application/pdfhttps://repositorio.animaeducacao.com.br/handle/ANIMA/10581Publicidade e Propaganda - TubarãoUnisul | Universidade do Sul de SC - Tubarão/SCAttribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/info:eu-repo/semantics/openAccessporreponame:Repositório Universitário da Ânima (RUNA)instname:Ânima Educaçãoinstacron:Ânima2020-12-02T06:37:53Zoai:repositorio.animaeducacao.com.br:ANIMA/10581Repositório InstitucionalPRIhttps://repositorio.animaeducacao.com.br/oai/requestcontato@animaeducacao.com.bropendoar:2020-12-02T06:37:53Repositório Universitário da Ânima (RUNA) - Ânima Educaçãofalse
dc.title.none.fl_str_mv Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
Ideological propaganda and beauty standards: Lupo mark case study
title Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
spellingShingle Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
Bernardo, Naiá Anacleto
Beleza
Propaganda
Ideologia
Lupo
title_short Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
title_full Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
title_fullStr Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
title_full_unstemmed Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
title_sort Propaganda ideológica e padrões de beleza: estudo de caso da marca Lupo
author Bernardo, Naiá Anacleto
author_facet Bernardo, Naiá Anacleto
author_role author
dc.contributor.none.fl_str_mv Silveira, Teresinha
dc.contributor.author.fl_str_mv Bernardo, Naiá Anacleto
dc.subject.por.fl_str_mv Beleza
Propaganda
Ideologia
Lupo
topic Beleza
Propaganda
Ideologia
Lupo
description The present work aims to carry out a study about the ideological propaganda that involves the beauty standards of modern society, through the accomplishment of a case study involving advertising campaigns of the LUPO brand. Initially, the research is due to the definition of what would be beauty and its development in the history of civilization, with a special focus on how the premises that involve the cult of beauty migrated from a purely artistic conception to an ideological reality related to the consumer market . Subsequently, the debates enter into the concepts of ideology, demonstrating how the influence of the media contributes to the consumption behavior of society, especially as regards the characterization of new values ​​that involve the ideal of beauty, which go beyond the perfect body and encompass concepts of well-being, health, intelligence, purchasing power and social prestige. The focus is on specifying how these concepts add to the conception of beauty and propagate ideologically through globalized and polarized advertising. Finally, the research has the case study involving episodes related to advertisements of the LUPO brand, highlighting the ideological aspect corresponding to each of them, as well as the values ​​listed that match the contemporary conception of beauty and how the LUPO brand uses the artistic manifestations of beauty into something purely commercial according to the imposed ideology.
publishDate 2017
dc.date.none.fl_str_mv 2017-12-15T15:53:41Z
2017-12-15T15:53:41Z
2017
2020-11-29T04:56:46Z
2020-11-29T04:56:46Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/bachelorThesis
format bachelorThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://repositorio.animaeducacao.com.br/handle/ANIMA/10581
url https://repositorio.animaeducacao.com.br/handle/ANIMA/10581
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv Publicidade e Propaganda - Tubarão
dc.rights.driver.fl_str_mv Attribution 3.0 Brazil
http://creativecommons.org/licenses/by/3.0/br/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution 3.0 Brazil
http://creativecommons.org/licenses/by/3.0/br/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 71 f.
application/pdf
dc.coverage.none.fl_str_mv Unisul | Universidade do Sul de SC - Tubarão/SC
dc.source.none.fl_str_mv reponame:Repositório Universitário da Ânima (RUNA)
instname:Ânima Educação
instacron:Ânima
instname_str Ânima Educação
instacron_str Ânima
institution Ânima
reponame_str Repositório Universitário da Ânima (RUNA)
collection Repositório Universitário da Ânima (RUNA)
repository.name.fl_str_mv Repositório Universitário da Ânima (RUNA) - Ânima Educação
repository.mail.fl_str_mv contato@animaeducacao.com.br
_version_ 1767415801058426880