Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina
Autor(a) principal: | |
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Data de Publicação: | 2010 |
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/200 |
Resumo: | In this research, we have, as a problem to be investigated, the impact of fashion communication in its reception. We intend to understand if the reception (people who works with fashion) identify differences between fashion brands and the imaginary given to them by press (magazines) and, as a second question, we will identify the imaginaries of body fashion presented in the magazines analyzed. Although the media press is used, in the most often, as a sustainable media, and it is chosen because it is an information resource of a more traditional fashion to people interested on it. Vogue's magazine choice occurred in some steps: exploratory research with Marketing and Commercial professionals, from national brands, whose results showed that around 70% of female costumes announced on Elle on September 2008, was also in Vogue magazine and 50% announced in Estilo magazine; this is one of the reason why Vogue is considered, all over the world, as a privileged place to launch an advertisement and la lifestyle Campaign There are some assumptions that the repetition of visual and conceptual models by almost all brands, complicates the differentiation of the imaginaries worlds of each one, and just the brands able to have an investment of integrated marketing, using also others options of communication, achieve a construction of brand image. It is a project anchored in a theoretic and conceptual picture divided in two groups of interest: consumption and media, and body and fashion. To develop it, we use a qualitative methodology and we will use bibliographic, documentary and empiric research. The bibliographic research will ground the discussions about consumption, media, body and fashion relations, trying to understand how they are related to the contemporary society. The documentary research, whose corpus is formed by advertisements published in Vogue Brazil, on April and September, from 2000 to 2009, will allow us to identify and analyze the bodies and brands representations, through the methodology of the Discourse Analysis of French School . And, finally, the empirical (of reception), we will use the qualitative technical through an in-depth research half-structured with just one interviewee. |
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Hoff, Tania Marcia Cezarhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4768131Y9Baccega, Maria Aparecidahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4783987T6Cunha, Káthia Castilhohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4744422A012609181817http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4200384Z1Estrada, Ana Cristina Puglia Duque2016-11-23T12:49:49Z2010-08-01Estrada, Ana Cristina Puglia Duque. Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina. 2010. 119 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2010.http://tede2.espm.br/handle/tede/200In this research, we have, as a problem to be investigated, the impact of fashion communication in its reception. We intend to understand if the reception (people who works with fashion) identify differences between fashion brands and the imaginary given to them by press (magazines) and, as a second question, we will identify the imaginaries of body fashion presented in the magazines analyzed. Although the media press is used, in the most often, as a sustainable media, and it is chosen because it is an information resource of a more traditional fashion to people interested on it. Vogue's magazine choice occurred in some steps: exploratory research with Marketing and Commercial professionals, from national brands, whose results showed that around 70% of female costumes announced on Elle on September 2008, was also in Vogue magazine and 50% announced in Estilo magazine; this is one of the reason why Vogue is considered, all over the world, as a privileged place to launch an advertisement and la lifestyle Campaign There are some assumptions that the repetition of visual and conceptual models by almost all brands, complicates the differentiation of the imaginaries worlds of each one, and just the brands able to have an investment of integrated marketing, using also others options of communication, achieve a construction of brand image. It is a project anchored in a theoretic and conceptual picture divided in two groups of interest: consumption and media, and body and fashion. To develop it, we use a qualitative methodology and we will use bibliographic, documentary and empiric research. The bibliographic research will ground the discussions about consumption, media, body and fashion relations, trying to understand how they are related to the contemporary society. The documentary research, whose corpus is formed by advertisements published in Vogue Brazil, on April and September, from 2000 to 2009, will allow us to identify and analyze the bodies and brands representations, through the methodology of the Discourse Analysis of French School . And, finally, the empirical (of reception), we will use the qualitative technical through an in-depth research half-structured with just one interviewee.Nesta pesquisa, temos como problema a ser investigado o impacto das comunicações de moda na sua recepção. Pretendemos compreender se a recepção (pessoas que trabalham com moda) identifica diferenças entre as marcas de moda e os imaginários a elas atribuídos pela mídia impressa (revista) e, como questão secundária, identificaremos o(s) imaginário(s) de corpo da moda presente(s) nas revistas analisadas. Embora a mídia impressa seja utilizada, na maioria das vezes, como mídia de sustentação, sua escolha deu-se porque ela é a fonte de informação de moda mais tradicional para pessoas interessadas em Moda. A escolha pela revista Vogue foi realizada em algumas etapas: pesquisa exploratória com profissionais de Marketing e Comercial, de marcas nacionais de moda; levantamento a partir do qual constatou-se que aproximadamente 70% das marcas de vestuário feminino que anunciaram na revista Elle em setembro de 2008, também estavam presentes na revista Vogue e 50% dos presentes na revista Estilo; o fato da Vogue ser considerada no mundo todo, um local privilegiado para os lançamentos de campanhas publicitárias e comportamento. Temos como hipóteses que a repetição de modelos visuais e conceituais pelas marcas dificulta a diferenciação dos mundos imaginários de cada uma delas; e que somente as marcas capazes de um investimento de marketing integrado, utilizando-se, também, de outras formas de comunicação, alcançam uma construção de imagem de marca. Trata-se de um projeto ancorado em um quadro teórico-conceitual dividido em dois grupos de interesse: consumo e mídia, e corpo e moda. Para desenvolvê-lo, apoiamo-nos numa metodologia de natureza qualitativa e utilizaremos pesquisa bibliográfica, documental e empírica. A pesquisa bibliográfica terá como objetivo fundamentar as discussões a respeito das relações consumo, mídia, corpo e Moda, na tentativa de compreender como estes se inter-relacionam na sociedade contemporânea. A documental, cujo corpus é formado por anúncios publicados na revista Vogue Brasil, nos meses de abril e setembro, de 2000 a 2009, permitirá identificar e analisar as representações de corpo e marcas nos anúncios de moda, através da metodologia da Análise de Discurso da escola francesa. E, por fim, a empírica (de recepção), em que faremos uso de técnica qualitativa, através de entrevistas em profundidade semi-estruturadas com um único respondente.Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-23T12:40:34Z No. of bitstreams: 1 Ana Puglia D Estrada.pdf: 2503591 bytes, checksum: f839c786ca1dd93eef40e87a720c4d51 (MD5)Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-23T12:40:58Z (GMT) No. of bitstreams: 1 Ana Puglia D Estrada.pdf: 2503591 bytes, checksum: f839c786ca1dd93eef40e87a720c4d51 (MD5)Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2016-11-23T12:48:42Z (GMT) No. of bitstreams: 1 Ana Puglia D Estrada.pdf: 2503591 bytes, checksum: f839c786ca1dd93eef40e87a720c4d51 (MD5)Made available in DSpace on 2016-11-23T12:49:49Z (GMT). No. of bitstreams: 1 Ana Puglia D Estrada.pdf: 2503591 bytes, checksum: f839c786ca1dd93eef40e87a720c4d51 (MD5) Previous issue date: 2010-08-01application/pdfhttp://tede2.espm.br/retrieve/474/Ana%20Puglia%20D%20Estrada.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado em Comunicação e Práticas de ConsumoESPMBrasilESPM::Pós-Graduação Stricto Sensucomunicação e consumo; publicidade de moda; discurso, imaginário e corpocommunication and consumption; fashion publicity; discourse; imaginary and bodyCIENCIAS SOCIAIS APLICADAS::COMUNICACAOConsumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda femininaConsumer advertising: body, clothes and attitude in the construction of imaginary brands of womenswearinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis1478719854366591830500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMORIGINALAna Puglia D Estrada.pdfAna Puglia D Estrada.pdfapplication/pdf2503591http://tede2.espm.br:8080/tede/bitstream/tede/200/2/Ana+Puglia+D+Estrada.pdff839c786ca1dd93eef40e87a720c4d51MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/200/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51TEXTAna Puglia D Estrada.pdf.txtAna Puglia D Estrada.pdf.txttext/plain228609http://tede2.espm.br:8080/tede/bitstream/tede/200/3/Ana+Puglia+D+Estrada.pdf.txte0e44959c85584b14c0a02bd3fb8e8acMD53THUMBNAILAna Puglia D Estrada.pdf.jpgAna Puglia D Estrada.pdf.jpgimage/jpeg2349http://tede2.espm.br:8080/tede/bitstream/tede/200/4/Ana+Puglia+D+Estrada.pdf.jpg5854509ad6bfc5cbba29190d01edb75aMD54tede/2002016-11-24 01:00:11.183oai: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:2016-11-24T03:00:11Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
dc.title.alternative.eng.fl_str_mv |
Consumer advertising: body, clothes and attitude in the construction of imaginary brands of womenswear |
title |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
spellingShingle |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina Estrada, Ana Cristina Puglia Duque comunicação e consumo; publicidade de moda; discurso, imaginário e corpo communication and consumption; fashion publicity; discourse; imaginary and body CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
title_full |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
title_fullStr |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
title_full_unstemmed |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
title_sort |
Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina |
author |
Estrada, Ana Cristina Puglia Duque |
author_facet |
Estrada, Ana Cristina Puglia Duque |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Hoff, Tania Marcia Cezar |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4768131Y9 |
dc.contributor.referee1.fl_str_mv |
Baccega, Maria Aparecida |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4783987T6 |
dc.contributor.referee2.fl_str_mv |
Cunha, Káthia Castilho |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4744422A0 |
dc.contributor.authorID.fl_str_mv |
12609181817 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4200384Z1 |
dc.contributor.author.fl_str_mv |
Estrada, Ana Cristina Puglia Duque |
contributor_str_mv |
Hoff, Tania Marcia Cezar Baccega, Maria Aparecida Cunha, Káthia Castilho |
dc.subject.por.fl_str_mv |
comunicação e consumo; publicidade de moda; discurso, imaginário e corpo |
topic |
comunicação e consumo; publicidade de moda; discurso, imaginário e corpo communication and consumption; fashion publicity; discourse; imaginary and body CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communication and consumption; fashion publicity; discourse; imaginary and body |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
In this research, we have, as a problem to be investigated, the impact of fashion communication in its reception. We intend to understand if the reception (people who works with fashion) identify differences between fashion brands and the imaginary given to them by press (magazines) and, as a second question, we will identify the imaginaries of body fashion presented in the magazines analyzed. Although the media press is used, in the most often, as a sustainable media, and it is chosen because it is an information resource of a more traditional fashion to people interested on it. Vogue's magazine choice occurred in some steps: exploratory research with Marketing and Commercial professionals, from national brands, whose results showed that around 70% of female costumes announced on Elle on September 2008, was also in Vogue magazine and 50% announced in Estilo magazine; this is one of the reason why Vogue is considered, all over the world, as a privileged place to launch an advertisement and la lifestyle Campaign There are some assumptions that the repetition of visual and conceptual models by almost all brands, complicates the differentiation of the imaginaries worlds of each one, and just the brands able to have an investment of integrated marketing, using also others options of communication, achieve a construction of brand image. It is a project anchored in a theoretic and conceptual picture divided in two groups of interest: consumption and media, and body and fashion. To develop it, we use a qualitative methodology and we will use bibliographic, documentary and empiric research. The bibliographic research will ground the discussions about consumption, media, body and fashion relations, trying to understand how they are related to the contemporary society. The documentary research, whose corpus is formed by advertisements published in Vogue Brazil, on April and September, from 2000 to 2009, will allow us to identify and analyze the bodies and brands representations, through the methodology of the Discourse Analysis of French School . And, finally, the empirical (of reception), we will use the qualitative technical through an in-depth research half-structured with just one interviewee. |
publishDate |
2010 |
dc.date.issued.fl_str_mv |
2010-08-01 |
dc.date.accessioned.fl_str_mv |
2016-11-23T12:49:49Z |
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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 |
Estrada, Ana Cristina Puglia Duque. Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina. 2010. 119 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2010. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/200 |
identifier_str_mv |
Estrada, Ana Cristina Puglia Duque. Consumo de publicidade: corpo, vestuário e atitude na construção do imaginário de marcas de moda feminina. 2010. 119 f. Dissertação (Programa de Mestrado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, São Paulo, 2010. |
url |
http://tede2.espm.br/handle/tede/200 |
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Escola Superior de Propaganda e Marketing |
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