Comunicação mercadológica e apropriações da indústria cultural: Batman e o consumo infantil

• Autor(a) principal: Jorge, Mario Augusto Mancuso
• Data de Publicação: 2010
• 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/907
• topic: Criança; Consumo; Comunicação com o mercado; licenciamento; Batman; Children; Consumption; Communication in Marketing; Licensing; Batman; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study aims to analyze the use of licensing of the character Batman in the marketing communication strategy, initiated from the appropriation of the superhero comics of the U.S. of the same name and its application in consumer items aimed at Kids, from 4 to 8 years, and Tweens, 9 to 13 years, specifically. We tried to understand the evolution and popularity of a gloomy super-hero of mass culture, with more than 70 years of existence, turned into a brand name for products for children, with no apparent relation with his characterization in his symbolic universe for a new public rediscovering the superhero through its media coverage. The study was developed through the literature on recovery concepts discussed, the historical review of the character, and field research in the form of qualitative interviews with graduates and graduates. In conclusion, arrived at the characteristics that indicate the reasons for the popularity of Batman as a character and brand, and the reasons that lead to commercial use through licensing.(AU)