A dicotomia no discurso sustentável da Indústria automobilística no brasil
Autor(a) principal: | |
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Data de Publicação: | 2016 |
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/198 |
Resumo: | This research sought to understand how automobile culture and symbolism relate to environmental issues in Brazil. With this in mind, fifteen advertising pieces from Ford, GM, VW and Toyota aired in broadcast media between the years 2000 and 2015 in Brazil, were analyzed. The research objectives were to compare the message of the advertisements with that of the sustainability report; identify elements that characterize the conflict between concern for the environment and the use of cars and; identify how automobile culture and symbolism in Brazil appear in advertising campaigns to promote sale. The methodological approach is qualitative, the method is document-based and the data processing technique used was content analysis. The conclusion was that in Brazil the relationship between automobile culture and symbolism and environmental issues is one of conflict, in which the latter is influenced bythe first two. Thus, we were able to the need for changes in the role played by the AdvertisingIndustry in the Automotive Industry in order to educate the consumer about the use of the automobile. |
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Amatucci, Marcoshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4767399P7Strehlau, Vivian Iarahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4791574A9Bresler, Ricardo Rocha Britohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4798483A836836628832http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4384769J0Massuda, Christiane Gregoris Guarino2016-11-22T16:11:26Z2016-03-11Massuda, Christiane Gregoris Guarino. A dicotomia no discurso sustentável da Indústria automobilística no brasil. 2016. 151 f. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, São Paulo, 2016.http://tede2.espm.br/handle/tede/198This research sought to understand how automobile culture and symbolism relate to environmental issues in Brazil. With this in mind, fifteen advertising pieces from Ford, GM, VW and Toyota aired in broadcast media between the years 2000 and 2015 in Brazil, were analyzed. The research objectives were to compare the message of the advertisements with that of the sustainability report; identify elements that characterize the conflict between concern for the environment and the use of cars and; identify how automobile culture and symbolism in Brazil appear in advertising campaigns to promote sale. The methodological approach is qualitative, the method is document-based and the data processing technique used was content analysis. The conclusion was that in Brazil the relationship between automobile culture and symbolism and environmental issues is one of conflict, in which the latter is influenced bythe first two. Thus, we were able to the need for changes in the role played by the AdvertisingIndustry in the Automotive Industry in order to educate the consumer about the use of the automobile.Esta pesquisa buscou entender como a cultura e a simbologia do automóvel se relacionam com questões ambientais no Brasil. Para isso foram analisadas quinze peças publicitárias da Ford, GM, VW e Toyota veiculadas em mídia televisiva entre os anos de 2000 e 2015 no Brasil. Os objetivos da pesquisa foram comparar os discursos das peças com o discurso do relatório de sustentabilidade; identificar elementos que caracterizem o conflito entre a preocupação com o meio ambiente e a utilização do automóvel e; identificar como a cultura e a simbologia do automóvel no Brasil aparecem nas peças publicitárias para promover a venda. A abordagem metodológica é a qualitativa, o método é o documental e a técnica de tratamento de dados utilizada foi a análise de conteúdo. Concluiu-se que no Brasil a relação entre a cultura e a simbologia do automóvel com questões ambientais é conflituosa, na qual o segundo sofre grande influência dos dois primeiros. Dessa forma, viu-se a necessidade de mudanças no papel exercido pela Indústria da Publicidade junto a Indústria Automobilística para educar o consumidor sobre o uso do automóvel.Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T12:57:29Z No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5)Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T12:57:49Z (GMT) No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5)Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:00:54Z (GMT) No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5)Made available in DSpace on 2016-11-22T16:11:26Z (GMT). No. of bitstreams: 1 Christiane Gregoris Guarino Massuda.pdf: 2463958 bytes, checksum: 1a5eed840847a92f6db5e05c223b7cf4 (MD5) Previous issue date: 2016-03-11application/pdfhttp://tede2.espm.br/retrieve/458/Christiane%20Gregoris%20Guarino%20Massuda.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado em Administração em Gestão InternacionalESPMBrasilESPM::Pós-Graduação Stricto Sensuindústria automobilística; meio ambiente; publicidadeautomotive industry; environment; advertisingADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOSA dicotomia no discurso sustentável da Indústria automobilística no brasilThe dichotomy in the discourse of sustainable automotive industry in Brazilinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-6845443146620134701500500600-4455193753091852328-710462410973612412info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTEXTChristiane Gregoris Guarino Massuda.pdf.txtChristiane Gregoris Guarino Massuda.pdf.txttext/plain299995http://tede2.espm.br:8080/tede/bitstream/tede/198/3/Christiane+Gregoris+Guarino+Massuda.pdf.txtf68083ba3b2246e7353d3cdeb26f927aMD53THUMBNAILChristiane Gregoris Guarino Massuda.pdf.jpgChristiane Gregoris Guarino Massuda.pdf.jpgimage/jpeg3832http://tede2.espm.br:8080/tede/bitstream/tede/198/4/Christiane+Gregoris+Guarino+Massuda.pdf.jpgf4dc4ba38683789a31b67596af6b234aMD54LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/198/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51ORIGINALChristiane Gregoris Guarino Massuda.pdfChristiane Gregoris Guarino Massuda.pdfapplication/pdf2463958http://tede2.espm.br:8080/tede/bitstream/tede/198/2/Christiane+Gregoris+Guarino+Massuda.pdf1a5eed840847a92f6db5e05c223b7cf4MD52tede/1982016-11-23 01:00:12.983oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2016-11-23T03:00:12Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
dc.title.alternative.eng.fl_str_mv |
The dichotomy in the discourse of sustainable automotive industry in Brazil |
title |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
spellingShingle |
A dicotomia no discurso sustentável da Indústria automobilística no brasil Massuda, Christiane Gregoris Guarino indústria automobilística; meio ambiente; publicidade automotive industry; environment; advertising ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
title_short |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
title_full |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
title_fullStr |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
title_full_unstemmed |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
title_sort |
A dicotomia no discurso sustentável da Indústria automobilística no brasil |
author |
Massuda, Christiane Gregoris Guarino |
author_facet |
Massuda, Christiane Gregoris Guarino |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Amatucci, Marcos |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4767399P7 |
dc.contributor.referee1.fl_str_mv |
Strehlau, Vivian Iara |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4791574A9 |
dc.contributor.referee2.fl_str_mv |
Bresler, Ricardo Rocha Brito |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4798483A8 |
dc.contributor.authorID.fl_str_mv |
36836628832 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4384769J0 |
dc.contributor.author.fl_str_mv |
Massuda, Christiane Gregoris Guarino |
contributor_str_mv |
Amatucci, Marcos Strehlau, Vivian Iara Bresler, Ricardo Rocha Brito |
dc.subject.por.fl_str_mv |
indústria automobilística; meio ambiente; publicidade |
topic |
indústria automobilística; meio ambiente; publicidade automotive industry; environment; advertising ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
dc.subject.eng.fl_str_mv |
automotive industry; environment; advertising |
dc.subject.cnpq.fl_str_mv |
ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS |
description |
This research sought to understand how automobile culture and symbolism relate to environmental issues in Brazil. With this in mind, fifteen advertising pieces from Ford, GM, VW and Toyota aired in broadcast media between the years 2000 and 2015 in Brazil, were analyzed. The research objectives were to compare the message of the advertisements with that of the sustainability report; identify elements that characterize the conflict between concern for the environment and the use of cars and; identify how automobile culture and symbolism in Brazil appear in advertising campaigns to promote sale. The methodological approach is qualitative, the method is document-based and the data processing technique used was content analysis. The conclusion was that in Brazil the relationship between automobile culture and symbolism and environmental issues is one of conflict, in which the latter is influenced bythe first two. Thus, we were able to the need for changes in the role played by the AdvertisingIndustry in the Automotive Industry in order to educate the consumer about the use of the automobile. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-11-22T16:11:26Z |
dc.date.issued.fl_str_mv |
2016-03-11 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Massuda, Christiane Gregoris Guarino. A dicotomia no discurso sustentável da Indústria automobilística no brasil. 2016. 151 f. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/198 |
identifier_str_mv |
Massuda, Christiane Gregoris Guarino. A dicotomia no discurso sustentável da Indústria automobilística no brasil. 2016. 151 f. Dissertação (Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, São Paulo, 2016. |
url |
http://tede2.espm.br/handle/tede/198 |
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por |
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openAccess |
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Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado em Administração em Gestão Internacional |
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ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
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publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
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