Comunicação, cultura e design em tempos de consumo sustentável. O caso McGreen

• Autor(a) principal: Harris, Juliana Cristina
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/656
• topic: comunicação; design; imagem; cultura; consumo; comunnication; design; image; culture; consumption; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

ABSTRACT This study aims to establish the relationship-communication-design culture through the study of the importance of communication design in the communication process generated in the reconstruction of an already consolidated corporate image for a company that seeks to respond to the culture of conscious and sustainable consumption. This process results in the imaginary and therefore expressed in the corporate image redesign verified through advertising campaigns, buildings and internet. This will be taken based on the theoretical studies that relate culture and consumption, and theorists who discuss the themes of image and imagery. It will be used as methodology beyond, bibliographic and qualitative research. Therefore, in order to ascertain in practice the theory presented, proves to be a case study on the change in communication and visual identity in the network of McDonald's in Brazil, observing descriptively changes occurring in Europe as a daring strategy redesign for the network. It starts with the premise that such action is intended to strengthen a corporate image of "environmentally friendly" in that country whose culture carefully designed to ensure the protection of the health of its inhabitants increasingly stringent on the control of the products consumed.