Filmes publicitários: o processo de criação e as buscas do mercado global
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://tede2.pucsp.br/handle/handle/5058 |
Resumo: | The research aims to study the creating process of advertising movies in order to identify and to go in-depth of their specificities as well as in the colective process involving customer, agency and production firm. The study also strives to understanding the process involving conception and production when a persuasive communication takes place globally. The concept and fundamentals of the construction of the hibrid culture as well as its role in the advertising discourse will be analysed. The conception will be analysed from the view of the companies - in the marketing aspects of the agencie´s creative people - as well as in the persuasive search of the world language and the producer firm - in the technical aspects of the production. We use the genetic criticism as methodology and processual documents of advertising campaings developed by relevant agencies based in Sao Paulo (AlmapBBDO, JWThompson, MatosGrey, DPZ, Neogama, McCann Erickson, DM9DDB) were selected. Interviews and professional testimonials of those involved in the conception process of those campaigns were used. Concerning the theoretical framework, the theory of conception based on semiotics was used. The following authors were quoted in terms of theories of conception and creativity: Kotler and Armstrong, for the conception in the creating and creative process: Salles and Ostrower and regarding the matters of international business and global communication: Keegan and Levitt. The audiovisual language was used with the support of : Comparato, Aumont e Carriére; in the especificities of the advertising language: Vestergaard and Sodré; and culture, semiosphere, hibridization and global communication: Morin, Lotman, Martín-Barbero, Pinheiro, Canclini and Mattelart, respectively. In the final discussion, it was used the conception of global advertising movies in a creative process as a process net, extensively collective, complex and dynamic, developed by a multi-knowledge professionals who seek to achieve a global audience together |
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Salles, Cecilia Almeidahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4131079J2Bertomeu, João Vicente Cegato2016-04-26T18:17:09Z2008-06-092008-05-12Bertomeu, João Vicente Cegato. Filmes publicitários: o processo de criação e as buscas do mercado global. 2008. 594 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008.https://tede2.pucsp.br/handle/handle/5058The research aims to study the creating process of advertising movies in order to identify and to go in-depth of their specificities as well as in the colective process involving customer, agency and production firm. The study also strives to understanding the process involving conception and production when a persuasive communication takes place globally. The concept and fundamentals of the construction of the hibrid culture as well as its role in the advertising discourse will be analysed. The conception will be analysed from the view of the companies - in the marketing aspects of the agencie´s creative people - as well as in the persuasive search of the world language and the producer firm - in the technical aspects of the production. We use the genetic criticism as methodology and processual documents of advertising campaings developed by relevant agencies based in Sao Paulo (AlmapBBDO, JWThompson, MatosGrey, DPZ, Neogama, McCann Erickson, DM9DDB) were selected. Interviews and professional testimonials of those involved in the conception process of those campaigns were used. Concerning the theoretical framework, the theory of conception based on semiotics was used. The following authors were quoted in terms of theories of conception and creativity: Kotler and Armstrong, for the conception in the creating and creative process: Salles and Ostrower and regarding the matters of international business and global communication: Keegan and Levitt. The audiovisual language was used with the support of : Comparato, Aumont e Carriére; in the especificities of the advertising language: Vestergaard and Sodré; and culture, semiosphere, hibridization and global communication: Morin, Lotman, Martín-Barbero, Pinheiro, Canclini and Mattelart, respectively. In the final discussion, it was used the conception of global advertising movies in a creative process as a process net, extensively collective, complex and dynamic, developed by a multi-knowledge professionals who seek to achieve a global audience togetherEsta pesquisa tem como objetivos estudar o processo de criação de filmes publicitários para identificar e conhecer suas especificidades, como processo coletivo envolvendo os profissionais do cliente, da agência e da produtora. O estudo tem como foco a análise dos processos que envolvem a criação e a produção quando a comunicação persuasiva se dá em nível global. Serão abordadas as fundamentações das construções da cultura híbrida e seu papel na construção do discurso publicitário. A criação é analisada pela ótica das empresas nos aspectos mercadológicos, dos criadores das agências - na busca persuasiva da linguagem mundial e da produtora - nos aspectos técnicos da produção. Utilizamos a crítica genética como metodologia e foram selecionados os documentos de processo de campanhas de propaganda desenvolvidas por agências de grande porte na cidade de São Paulo (AlmapBBDO, JWThompson, MatosGrey, Young&Rubicam, Neogama, DM9DDB). Serão empregados também entrevistas e depoimentos de profissionais envolvidos no processo de criação dessas campanhas. Quanto à abordagem teórica, utilizamos a teoria da criação com base semiótica. Para as teorizações de comunicação e mercado, Kotler e Armstrong; para as abordagens em processos de criação e criatividade, Salles e Ostrower; e, em negócios internacionais e comunicação global, pesquisamos Keegan e Levitt. Abordamos a linguagem audiovisual com o apoio de Comparato, Aumont e Carriére; nas especificidades da linguagem publicitária, Vestergaard e Sodré; e, em cultura, semiosfera, hibridização e comunicação global, respectivamente, Morin, Lotman, Martín-Barbero, Pinheiro, Canclini e Mattelart. Nas considerações finais, procuramos discutir a criação dos filmes publicitários globais como rede em processo, amplamente coletivo, complexo e dinâmico, desenvolvido por profissionais diversificados, que, juntos, buscam alcançar públicos mundiaisapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/13865/Joao%20Vicente%20Cegato%20Bertomeu.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBRComunicaçãoCriação na propagandaProcesso criativoCriação globalRedes da criaçãoFilmes publicitariosPropagandaPublicidadeCreative process in advertisementAdvertising moviesCreating processGlobal creationCreation netsCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOFilmes publicitários: o processo de criação e as buscas do mercado globalinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTJoao Vicente Cegato Bertomeu.pdf.txtJoao Vicente Cegato Bertomeu.pdf.txtExtracted texttext/plain766612https://repositorio.pucsp.br/xmlui/bitstream/handle/5058/3/Joao%20Vicente%20Cegato%20Bertomeu.pdf.txtf3577f99010c9d4e98ff7ddb43bdc6a4MD53ORIGINALJoao Vicente Cegato Bertomeu.pdfapplication/pdf36291374https://repositorio.pucsp.br/xmlui/bitstream/handle/5058/1/Joao%20Vicente%20Cegato%20Bertomeu.pdf1f4e8d5dd7b288ccfe160e88f48535d3MD51THUMBNAILJoao Vicente Cegato Bertomeu.pdf.jpgJoao Vicente Cegato Bertomeu.pdf.jpgGenerated Thumbnailimage/jpeg3669https://repositorio.pucsp.br/xmlui/bitstream/handle/5058/2/Joao%20Vicente%20Cegato%20Bertomeu.pdf.jpgb9c1bcd44f5fcbf69636d134f81cb2c6MD52handle/50582022-04-27 17:55:40.564oai:repositorio.pucsp.br:handle/5058Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-27T20:55:40Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
Filmes publicitários: o processo de criação e as buscas do mercado global |
title |
Filmes publicitários: o processo de criação e as buscas do mercado global |
spellingShingle |
Filmes publicitários: o processo de criação e as buscas do mercado global Bertomeu, João Vicente Cegato Criação na propaganda Processo criativo Criação global Redes da criação Filmes publicitarios Propaganda Publicidade Creative process in advertisement Advertising movies Creating process Global creation Creation nets CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Filmes publicitários: o processo de criação e as buscas do mercado global |
title_full |
Filmes publicitários: o processo de criação e as buscas do mercado global |
title_fullStr |
Filmes publicitários: o processo de criação e as buscas do mercado global |
title_full_unstemmed |
Filmes publicitários: o processo de criação e as buscas do mercado global |
title_sort |
Filmes publicitários: o processo de criação e as buscas do mercado global |
author |
Bertomeu, João Vicente Cegato |
author_facet |
Bertomeu, João Vicente Cegato |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Salles, Cecilia Almeida |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4131079J2 |
dc.contributor.author.fl_str_mv |
Bertomeu, João Vicente Cegato |
contributor_str_mv |
Salles, Cecilia Almeida |
dc.subject.por.fl_str_mv |
Criação na propaganda Processo criativo Criação global Redes da criação Filmes publicitarios Propaganda Publicidade |
topic |
Criação na propaganda Processo criativo Criação global Redes da criação Filmes publicitarios Propaganda Publicidade Creative process in advertisement Advertising movies Creating process Global creation Creation nets CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Creative process in advertisement Advertising movies Creating process Global creation Creation nets |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The research aims to study the creating process of advertising movies in order to identify and to go in-depth of their specificities as well as in the colective process involving customer, agency and production firm. The study also strives to understanding the process involving conception and production when a persuasive communication takes place globally. The concept and fundamentals of the construction of the hibrid culture as well as its role in the advertising discourse will be analysed. The conception will be analysed from the view of the companies - in the marketing aspects of the agencie´s creative people - as well as in the persuasive search of the world language and the producer firm - in the technical aspects of the production. We use the genetic criticism as methodology and processual documents of advertising campaings developed by relevant agencies based in Sao Paulo (AlmapBBDO, JWThompson, MatosGrey, DPZ, Neogama, McCann Erickson, DM9DDB) were selected. Interviews and professional testimonials of those involved in the conception process of those campaigns were used. Concerning the theoretical framework, the theory of conception based on semiotics was used. The following authors were quoted in terms of theories of conception and creativity: Kotler and Armstrong, for the conception in the creating and creative process: Salles and Ostrower and regarding the matters of international business and global communication: Keegan and Levitt. The audiovisual language was used with the support of : Comparato, Aumont e Carriére; in the especificities of the advertising language: Vestergaard and Sodré; and culture, semiosphere, hibridization and global communication: Morin, Lotman, Martín-Barbero, Pinheiro, Canclini and Mattelart, respectively. In the final discussion, it was used the conception of global advertising movies in a creative process as a process net, extensively collective, complex and dynamic, developed by a multi-knowledge professionals who seek to achieve a global audience together |
publishDate |
2008 |
dc.date.available.fl_str_mv |
2008-06-09 |
dc.date.issued.fl_str_mv |
2008-05-12 |
dc.date.accessioned.fl_str_mv |
2016-04-26T18:17:09Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Bertomeu, João Vicente Cegato. Filmes publicitários: o processo de criação e as buscas do mercado global. 2008. 594 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/5058 |
identifier_str_mv |
Bertomeu, João Vicente Cegato. Filmes publicitários: o processo de criação e as buscas do mercado global. 2008. 594 f. Tese (Doutorado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2008. |
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https://tede2.pucsp.br/handle/handle/5058 |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Comunicação e Semiótica |
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BR |
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Comunicação |
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Pontifícia Universidade Católica de São Paulo |
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