O valor pedagógico da publicidade : uma reflexão sobre comunicação e consumo a partir de anúncios do iPhone no YouTube

• Autor(a) principal: Bezerra, Beatriz Braga
• Data de Publicação: 2018
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/434
• topic: comunicação e consumo; publicidade; valor pedagógico; iPhone; Apple; communication and consumption; advertising; pedagogical value; iPhone; Apple; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Considering the breadth and diversity that make up the contemporary virtual scene and the spreading of different marketing communication practices in this field, the present research aims to investigate how advertising strategies use pedagogical mechanisms in videos shared in digital environments. In order to characterize this practice and highlight relevant aspects, the secondary objective is the conceptual delimitation of the pedagogical value of advertising and, as a third objective, the construction of categories that group advertisements by taking into account their recurring persuasive themes and arguments. To achieve these goals, we selected advertising videos of the Apple brand as an object of analysis, most notably its leading product iPhone, released on the national channel of the company on the digital social network YouTube between May 2016 and May 2017. We adopted a multi-methodological approach composed of theoretical references, selection and treatment of the object of study, empirical analysis and propositional writing of critical-reflexive notes and final considerations. Within the theoretical scope of the research, we highlight authors such as André Lemos, Everardo Rocha, Gisela Castro, João Anzanello Carrascoza, João Freire Filho, José Luiz Aidar Prado, Lucia Santaella, Maria Aparecida Baccega, Mike Featherstone, Paula Sibilia, Raquel Recuero, Roger Silverstone, Rogério Covaleski, among other equally relevant names.