Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/142 |
Resumo: | This dissertation starts from the premise that it is through consumption that we develop relationships, that it is through objects that we give meaning to all of that things that are around us and make day-to-day life real. In order to discuss the production of the meaning of consumption by the name of the companies, we follow the same path as Carrascoza (2003) in the studies on persuasive and creative techniques of writing, titles and slogans, implicating that there are demonstratives more and more precise in the marketing speech. This way, we get to the basic speech, the naming, which names and qualifies the brand in just one word. To understand the logics of the production of this micro-message, we have to debate about the concepts that come out as crucial for the understanding of the meaning of the objects, approaching the foundations of Modernity and consumption, the role of publicity and the brands and their influence in Capitalism, through the culture industry and, at last, we describe the logics of production of this microdiscourse in four levels: Strategic, Creative, Linguistic and cool. We conducted an ethnographic research with creators of the names of Brazilian companies and submitted it to the characteristics and rules of the French Speech Analysis, by authors like Mainguenau (2004) and Charaudeau (2008). The result lead us to the develop categories and typologies resulted by the logics of production measured and applied to our corpus: the top 25 most valuable brands in Brazil in 2013. We are Strong believers that the name of a brand has a persuasive force as a speech, even if its minimalist. The production of this mini-speech brings out the universe of sign elements of communication esponsible for turning out symbols into fetishes and it takes place in the way between the production of the goods and their consumption, therefore, it is its first meaning, the baptism. This founding speech of the brand impregnates of meaning the goods that participate in communication, social relationships and the consumption culture. |
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Carrascoza, João Luiz AnzanelloCPF:08207766883http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4730646H4Hoff, Tania Marcia CezarCPF:03594346811http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4768131Y9Fontenelle, Isleide Arrudahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4700689U5CPF:42915430500http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4772696D5Romero, Maria Irene Carballido2016-10-13T14:10:46Z2014-04-222014-03-27ROMERO, Maria Irene Carballido. Speech Communication and micro consumption: logical production of names of advertising brands in Brazil. 2014. 140 f. Dissertação (Mestrado em Comunicação) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2014.http://tede2.espm.br/handle/tede/142This dissertation starts from the premise that it is through consumption that we develop relationships, that it is through objects that we give meaning to all of that things that are around us and make day-to-day life real. In order to discuss the production of the meaning of consumption by the name of the companies, we follow the same path as Carrascoza (2003) in the studies on persuasive and creative techniques of writing, titles and slogans, implicating that there are demonstratives more and more precise in the marketing speech. This way, we get to the basic speech, the naming, which names and qualifies the brand in just one word. To understand the logics of the production of this micro-message, we have to debate about the concepts that come out as crucial for the understanding of the meaning of the objects, approaching the foundations of Modernity and consumption, the role of publicity and the brands and their influence in Capitalism, through the culture industry and, at last, we describe the logics of production of this microdiscourse in four levels: Strategic, Creative, Linguistic and cool. We conducted an ethnographic research with creators of the names of Brazilian companies and submitted it to the characteristics and rules of the French Speech Analysis, by authors like Mainguenau (2004) and Charaudeau (2008). The result lead us to the develop categories and typologies resulted by the logics of production measured and applied to our corpus: the top 25 most valuable brands in Brazil in 2013. We are Strong believers that the name of a brand has a persuasive force as a speech, even if its minimalist. The production of this mini-speech brings out the universe of sign elements of communication esponsible for turning out symbols into fetishes and it takes place in the way between the production of the goods and their consumption, therefore, it is its first meaning, the baptism. This founding speech of the brand impregnates of meaning the goods that participate in communication, social relationships and the consumption culture.Este trabalho parte da premissa de que é através do consumo que nos relacionamos, de que é através dos objetos que damos significado ao que nos rodeia e fazemos a realidade da vida cotidiana. A fim de discutir a produção de sentido do consumo do nome de marcas, seguimos o caminho percorrido por Carrascoza (2003) nos estudos sobre as técnicas criativas persuasivas de textos, títulos e slogans, indicativos de que há dêiticos cada vez mais concisos no discurso da publicidade. Assim, chegamos ao discurso mínimo, o naming, que nomeia e qualifica a marca com apenas uma palavra. Para entender as lógicas de produção dessa micromensagem, debatemos conceitos que se apresentam cruciais para o entendimento dos significados dos objetos, abordando fundamentos da Modernidade e do consumo, o papel da publicidade e das marcas e a influência delas no Capitalismo, através da Indústria Cultural e, por fim, descrevemos as lógicas de produção desse microdiscurso em quatro níveis: Estratégico, Criativo, Linguístico e Legal. Realizamos uma pesquisa etnográfica com os criadores de nomes de marcas brasileiras e a submetemos às características e leis da Análise do Discurso Francesa, a partir de autores como Mainguenau (2004) e Charaudeau (2008). O resultado nos levou à construção de categorias e tipologias advindas das lógicas de produção aferidas e aplicadas ao nosso corpus: as 25 marcas mais valiosas do Brasil em 2013. Defendemos que nome da marca exerce força persuasiva como discurso, ainda que minimalista. A produção desse microdiscurso traz à tona o universo dos elementos sígnicos da comunicação incumbida de transformar símbolos em fetiche e se situa na passagem da mercadoria da produção para o consumo, portanto, é seu primeiro sentido, seu batismo. Este discurso fundante da marca impregna de significações as mercadorias que participam da comunicação, das relações sociais e da cultura do consumo.Made available in DSpace on 2016-10-13T14:10:46Z (GMT). No. of bitstreams: 1 Maria Irene Carballido Romero.pdf: 1557932 bytes, checksum: 4a9bcf159c8b95ff000e2cf908babd8f (MD5) Previous issue date: 2014-03-27application/pdfhttp://tede2.espm.br/retrieve/324/Maria%20Irene%20Carballido%20Romero.pdf.jpgporAssociação Escola Superior de Propaganda e MarketingPrograma em Comunicação e Práticas de Consumo da ESPMESPMBRComunicaçãocomunicação e consumomarcadiscursopublicidadenamingcommunication and consumptionbranddiscoursepublicitynamingCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOComunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no BrasilSpeech Communication and micro consumption: logical production of names of advertising brands in Brazilinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMORIGINALMaria Irene Carballido Romero.pdfapplication/pdf1557932http://tede2.espm.br:8080/tede/bitstream/tede/142/1/Maria+Irene+Carballido+Romero.pdf4a9bcf159c8b95ff000e2cf908babd8fMD51TEXTMaria Irene Carballido Romero.pdf.txtMaria Irene Carballido Romero.pdf.txttext/plain299397http://tede2.espm.br:8080/tede/bitstream/tede/142/2/Maria+Irene+Carballido+Romero.pdf.txtd9ebe6506f9d2610878143d1c7efbd52MD52THUMBNAILMaria Irene Carballido Romero.pdf.jpgMaria Irene Carballido Romero.pdf.jpgimage/jpeg2112http://tede2.espm.br:8080/tede/bitstream/tede/142/3/Maria+Irene+Carballido+Romero.pdf.jpgd2060419444908435333101f6d6e8284MD53tede/1422016-10-14 01:04:15.989oai:tede2.espm.br:tede/142Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2016-10-14T04:04:15Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
dc.title.alternative.eng.fl_str_mv |
Speech Communication and micro consumption: logical production of names of advertising brands in Brazil |
title |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
spellingShingle |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil Romero, Maria Irene Carballido comunicação e consumo marca discurso publicidade naming communication and consumption brand discourse publicity naming CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
title_full |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
title_fullStr |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
title_full_unstemmed |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
title_sort |
Comunicação e micro discurso do consumo: lógicas de produção dos nomes de marcas publicitárias no Brasil |
author |
Romero, Maria Irene Carballido |
author_facet |
Romero, Maria Irene Carballido |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Carrascoza, João Luiz Anzanello |
dc.contributor.advisor1ID.fl_str_mv |
CPF:08207766883 |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4730646H4 |
dc.contributor.referee1.fl_str_mv |
Hoff, Tania Marcia Cezar |
dc.contributor.referee1ID.fl_str_mv |
CPF:03594346811 |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4768131Y9 |
dc.contributor.referee2.fl_str_mv |
Fontenelle, Isleide Arruda |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4700689U5 |
dc.contributor.authorID.fl_str_mv |
CPF:42915430500 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4772696D5 |
dc.contributor.author.fl_str_mv |
Romero, Maria Irene Carballido |
contributor_str_mv |
Carrascoza, João Luiz Anzanello Hoff, Tania Marcia Cezar Fontenelle, Isleide Arruda |
dc.subject.por.fl_str_mv |
comunicação e consumo marca discurso publicidade naming |
topic |
comunicação e consumo marca discurso publicidade naming communication and consumption brand discourse publicity naming CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communication and consumption brand discourse publicity naming |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This dissertation starts from the premise that it is through consumption that we develop relationships, that it is through objects that we give meaning to all of that things that are around us and make day-to-day life real. In order to discuss the production of the meaning of consumption by the name of the companies, we follow the same path as Carrascoza (2003) in the studies on persuasive and creative techniques of writing, titles and slogans, implicating that there are demonstratives more and more precise in the marketing speech. This way, we get to the basic speech, the naming, which names and qualifies the brand in just one word. To understand the logics of the production of this micro-message, we have to debate about the concepts that come out as crucial for the understanding of the meaning of the objects, approaching the foundations of Modernity and consumption, the role of publicity and the brands and their influence in Capitalism, through the culture industry and, at last, we describe the logics of production of this microdiscourse in four levels: Strategic, Creative, Linguistic and cool. We conducted an ethnographic research with creators of the names of Brazilian companies and submitted it to the characteristics and rules of the French Speech Analysis, by authors like Mainguenau (2004) and Charaudeau (2008). The result lead us to the develop categories and typologies resulted by the logics of production measured and applied to our corpus: the top 25 most valuable brands in Brazil in 2013. We are Strong believers that the name of a brand has a persuasive force as a speech, even if its minimalist. The production of this mini-speech brings out the universe of sign elements of communication esponsible for turning out symbols into fetishes and it takes place in the way between the production of the goods and their consumption, therefore, it is its first meaning, the baptism. This founding speech of the brand impregnates of meaning the goods that participate in communication, social relationships and the consumption culture. |
publishDate |
2014 |
dc.date.available.fl_str_mv |
2014-04-22 |
dc.date.issued.fl_str_mv |
2014-03-27 |
dc.date.accessioned.fl_str_mv |
2016-10-13T14:10:46Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
ROMERO, Maria Irene Carballido. Speech Communication and micro consumption: logical production of names of advertising brands in Brazil. 2014. 140 f. Dissertação (Mestrado em Comunicação) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2014. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/142 |
identifier_str_mv |
ROMERO, Maria Irene Carballido. Speech Communication and micro consumption: logical production of names of advertising brands in Brazil. 2014. 140 f. Dissertação (Mestrado em Comunicação) - Associação Escola Superior de Propaganda e Marketing, São Paulo, 2014. |
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