Revistas customizadas: jornalismo e imagem de marca análise das publicações da Volkswagen e da Net

• Autor(a) principal: Barbosa, Ana Carolina
• Data de Publicação: 2011
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/31175
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::JORNALISMO E EDITORACAO; Jornalismo institucional; Revistas Customizadas; Imagem da Marca; Revista V; Monet; Enterprise communication; Customer magazine; Custom content; Custom publishing; Brand image V; Magazine; Monet magazine

This is a research on the relations between customer magazines and brand image. The custom content phenomenon, which grows every year, has made from company publishings important tools for building or keeping brands. In the attempt of understanding this phenomenon, we have choosen two brazilian magazines for the research: V, from car manufacturer Volkswagen, and Monet, from Pay TV operator Net. After selecting the material, which includes issues from 2005 to 2009, we have made a qualitative analysis combining the categorization process of content analysis and language experts references. The goal was understanding how brand image appears in editorial content. The analysis, with emphasis on the magazines production, is based on three main categories: subject, visual characteristics and language. Results indicate that brand image can be found in all of the three categories. However, there are other elements – as the characteristics of magazines, journalistic criteria and business model - which strongly influence the final product