Distinção criativa : o consumo da criação publicitária na ordem dos bens simbólicos : ditos e não-ditos sobre critérios de avaliação de peças publicitárias em contexto de premiação

• Autor(a) principal: Abranches, Maria Aparecida da Silva
• Data de Publicação: 2017
• 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/273
• topic: campo; criação publicitária; critério; distinção; legitimação; premiação; field; advertising creation; criterion; distinction; legitimation; awards; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This research has as object the logics of legitimation and the processes of relative autonomization of the Brazilian advertising field considering the so-called creative advertising. In this research, we consider that the discourse on creative advertising is consumed as a symbolic good, and the agents of the field value it this way. From this perspective, we formulate our research problem: how the Brazilian advertising field reaches its relative autonomy, considering the speeches on the award criteria in the Letters of the presidents published in the annuals of the Club of Creation of São Paulo. To our analysis, we consider the discourses of the creative advertising of the pieces awarded with gold medal by said Club as well. The empirical object is composed of two corpora: 40 Letters of the Presidents of the Creation Club and 103 printed pieces that received Gold Medal (1975-2015) by the Creation Club, which, as a legitimized institution by the Brazilian publicity field, publishes without interruption, for 40 years, a Yearbook that records the best works. We have as main objective to problematize the legitimacy logics of the Brazilian advertising field, from a view on creative advertising. Our secondary objectives are to establish relationships between some moments of the Brazilian consumer society and the development of the advertising field in our country. Analyze the subfield of advertising creation in the context of the creative revolution, which gives rise to what is called creative advertising. Analyze the saying and not-sayings of the discursive formation of publicity, particularly those related to criteria of judgment. Analyze the technical elements (creative resources) responsible for what we call the creative distinction of the awarded pieces. Identify the tacit or explicit criteria involved in evaluating and judging advertising pieces in the context of awarding and legitimating the Brazilian advertising field. The thesis consists of two parts, subdivided into two chapters. In the first part, in chapter 1, we use the theories of the French sociologist Pierre Bourdieu, particularly his theories of the fields, to reflect on the legitimacy logics and the processes of relative autonomization of the Brazilian advertising field. In Chapter 2, we are particularly dedicated to the subfield of advertising creation. The second part of this work is dedicated to the analysis of the two corpora that integrate organically only one empirical object: in chapter 3, we analyze the sayings and not sayings of the Letters on criteria of judgment of the pieces consecrated in the awarding from the theoretical-methodological framework of the French Speech Analysis. In chapter 4, we analyze the Pieces from the reflection of Brazilian researchers in the area of advertising creation, as well as by means of a Protocol of Analysis proposed by the author. The achieved results allow us to affirm that the concept of creative distinction helps to reveal that the consecration of the pieces in the context of awards, is the result of a complex operation that involves the technical evaluation of the piece and the legitimacy logics of agents in the subfield of advertising creation, considering the socio-historical conditions of production and evaluation of the pieces.