As imagens do luxo: a relação entre o consumir e o ser consumido

Detalhes bibliográficos
Autor(a) principal: Oliveira, Pedro Henrique de Carvalho
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
Texto Completo: https://tede2.pucsp.br/handle/handle/5331
Resumo: By means of ads run in the luxury market, this research aims to demonstrate how the procurement process in force in the luxury market is structured, where someone who purchases the designer product is the same person that is acquired by the brand itself, so there is an acquisition process between both parties. The hypothesis is that there are factors implicit in the actions of buying luxury acting on consumers, defining them implicitly while they believe that they are subjects of their own behaviors. The methodology adopted was to collect advertisements for luxury products aimed at the fairly affluent market, taken from magazines with a readership profile of class A, according to the Serasa Experian Criterion, the national method for measuring the social class of individuals based on the conditions of life and earning opportunities. Such an analysis is carried out mainly from the semiotic imagery of culture, anthropology and image theory. In order to develop the work it was necessary to complete a brief study, not just about what is meant by the luxury market, but also the claims related to consumption as a social and cultural phenomenon, environments where specialty acquisition belongs. The theoretical basis for the development of the research is from authors such as Tomás Moulian, Gilles Lipovetsky, Jean Baudrilard, Zygmunt Bauman, as well as Villém Flusser, Ivan Bystrina and Norval Baitello Jr. The body of this research is basically composed of Brazilian luxury magazines. As a thematic profile, there is a special focus on ads related to products for personal use, not just because of the importance of brands and the variety of items available to potential buyers, but also because of the scope of this market. As a hypothesis, in the case of luxury acquisitions, the first implication is that there is a second form of consumption coming from the product to the buyer, which is known as reverse consumption. The second relates to the fact that, in addition to the determination of the individual, there is a hetero-determination quality in the buying process based on the other, from a need for positive social self-assertion
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spelling Baitello Junior, Norvalhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4710775T9Oliveira, Pedro Henrique de Carvalho2016-04-26T18:18:49Z2010-09-172010-06-30Oliveira, Pedro Henrique de Carvalho. As imagens do luxo: a relação entre o consumir e o ser consumido. 2010. 315 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.https://tede2.pucsp.br/handle/handle/5331By means of ads run in the luxury market, this research aims to demonstrate how the procurement process in force in the luxury market is structured, where someone who purchases the designer product is the same person that is acquired by the brand itself, so there is an acquisition process between both parties. The hypothesis is that there are factors implicit in the actions of buying luxury acting on consumers, defining them implicitly while they believe that they are subjects of their own behaviors. The methodology adopted was to collect advertisements for luxury products aimed at the fairly affluent market, taken from magazines with a readership profile of class A, according to the Serasa Experian Criterion, the national method for measuring the social class of individuals based on the conditions of life and earning opportunities. Such an analysis is carried out mainly from the semiotic imagery of culture, anthropology and image theory. In order to develop the work it was necessary to complete a brief study, not just about what is meant by the luxury market, but also the claims related to consumption as a social and cultural phenomenon, environments where specialty acquisition belongs. The theoretical basis for the development of the research is from authors such as Tomás Moulian, Gilles Lipovetsky, Jean Baudrilard, Zygmunt Bauman, as well as Villém Flusser, Ivan Bystrina and Norval Baitello Jr. The body of this research is basically composed of Brazilian luxury magazines. As a thematic profile, there is a special focus on ads related to products for personal use, not just because of the importance of brands and the variety of items available to potential buyers, but also because of the scope of this market. As a hypothesis, in the case of luxury acquisitions, the first implication is that there is a second form of consumption coming from the product to the buyer, which is known as reverse consumption. The second relates to the fact that, in addition to the determination of the individual, there is a hetero-determination quality in the buying process based on the other, from a need for positive social self-assertionPor meio de anúncios veiculados no mercado de luxo, o objetivo desta pesquisa é demonstrar como se estruturam os processos de compra vigentes no mercado de luxo, onde aquele que adquire o produto de grife é o mesmo indivíduo que é adquirido pela própria grife, existindo assim um processo de aquisição mútua entre as partes. A hipótese é a de que existem fatores implícitos nas ações de compra de luxo agindo sobre os consumidores, determinando-as implicitamente enquanto acreditam que são sujeitos de suas atitudes.Como metodologia, adotou-se a coleta de anúncios de produtos de luxo voltados a mercados bastante abastados, retirados de revistas com perfil de leitores da classe A, conforme o Critério Serasa Experian, instrumento nacional para determinação de classe social dos indivíduos a partir das condições de vida e possibilidades de ganhos. Tal análise é realizada principalmente a partir das visões da semiótica da cultura, antropologia e da teoria da imagem. Para o desenvolvimento do trabalho foi necessário proceder a um breve estudo, não apenas daquilo que se entende por mercado de luxo, mas também dos conteúdos referentes ao consumo como um fenômeno social e cultural, ambientes onde a aquisição por especialidade se insere. A base teórica para o desenvolvimento da pesquisa são oriundas de autores como Tomás Moulian, Gilles Lipovetsky, Jean Baudrilard, Zygmunt Bauman, além de Villém Flusser, Ivan Bystrina e Norval Baitello Jr. O corpus desta pesquisa é constituído basicamente por revistas consideradas de luxo brasileiras. Como recorte temático, há um foco especial nos anúncios relacionados a produtos de uso pessoal, não apenas pela importância das marcas e variedade de itens à disposição dos potenciais compradores, mas também pela própria abrangência deste mercado. Como hipóteses, no caso das aquisições de luxo, tem-se primeiramente que há implicitamente uma segunda forma de consumo, vinda da parte do produto para o comprador, que se denominou de consumo reverso. A segunda se prende ao fato de que, além de uma determinação do indivíduo, há um caráter de heterodeterminação no processo de compra baseado no outro, a partir de uma necessidade de favorável auto-afirmação socialCoordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/13949/PEDRO%20HENRIQUE%20DE%20CARVALHO%20OLIVEIRA.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBRComunicaçãoConsumo reversoLuxoAnálise de anúnciosSocioconsumoMarcaMercadoReverse consumptionLuxuryAnalysis of advertisementsSocial consumptionBrandMarketCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOAs imagens do luxo: a relação entre o consumir e o ser consumidoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTPEDRO HENRIQUE DE CARVALHO OLIVEIRA.pdf.txtPEDRO HENRIQUE DE CARVALHO OLIVEIRA.pdf.txtExtracted texttext/plain517534https://repositorio.pucsp.br/xmlui/bitstream/handle/5331/3/PEDRO%20HENRIQUE%20DE%20CARVALHO%20OLIVEIRA.pdf.txt38809aa89848efdef4d330759df4704fMD53ORIGINALPEDRO HENRIQUE DE CARVALHO OLIVEIRA.pdfapplication/pdf2057019https://repositorio.pucsp.br/xmlui/bitstream/handle/5331/1/PEDRO%20HENRIQUE%20DE%20CARVALHO%20OLIVEIRA.pdfd5fed683839c5e7607c9182a347ea30dMD51THUMBNAILPEDRO HENRIQUE DE CARVALHO OLIVEIRA.pdf.jpgPEDRO HENRIQUE DE CARVALHO OLIVEIRA.pdf.jpgGenerated Thumbnailimage/jpeg2224https://repositorio.pucsp.br/xmlui/bitstream/handle/5331/2/PEDRO%20HENRIQUE%20DE%20CARVALHO%20OLIVEIRA.pdf.jpg7cc60f4edc2d6fdf9cc14ca95058f339MD52handle/53312022-04-28 19:21:14.965oai:repositorio.pucsp.br:handle/5331Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T22:21:14Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.por.fl_str_mv As imagens do luxo: a relação entre o consumir e o ser consumido
title As imagens do luxo: a relação entre o consumir e o ser consumido
spellingShingle As imagens do luxo: a relação entre o consumir e o ser consumido
Oliveira, Pedro Henrique de Carvalho
Consumo reverso
Luxo
Análise de anúncios
Socioconsumo
Marca
Mercado
Reverse consumption
Luxury
Analysis of advertisements
Social consumption
Brand
Market
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
title_short As imagens do luxo: a relação entre o consumir e o ser consumido
title_full As imagens do luxo: a relação entre o consumir e o ser consumido
title_fullStr As imagens do luxo: a relação entre o consumir e o ser consumido
title_full_unstemmed As imagens do luxo: a relação entre o consumir e o ser consumido
title_sort As imagens do luxo: a relação entre o consumir e o ser consumido
author Oliveira, Pedro Henrique de Carvalho
author_facet Oliveira, Pedro Henrique de Carvalho
author_role author
dc.contributor.advisor1.fl_str_mv Baitello Junior, Norval
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4710775T9
dc.contributor.author.fl_str_mv Oliveira, Pedro Henrique de Carvalho
contributor_str_mv Baitello Junior, Norval
dc.subject.por.fl_str_mv Consumo reverso
Luxo
Análise de anúncios
Socioconsumo
Marca
Mercado
topic Consumo reverso
Luxo
Análise de anúncios
Socioconsumo
Marca
Mercado
Reverse consumption
Luxury
Analysis of advertisements
Social consumption
Brand
Market
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
dc.subject.eng.fl_str_mv Reverse consumption
Luxury
Analysis of advertisements
Social consumption
Brand
Market
dc.subject.cnpq.fl_str_mv CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
description By means of ads run in the luxury market, this research aims to demonstrate how the procurement process in force in the luxury market is structured, where someone who purchases the designer product is the same person that is acquired by the brand itself, so there is an acquisition process between both parties. The hypothesis is that there are factors implicit in the actions of buying luxury acting on consumers, defining them implicitly while they believe that they are subjects of their own behaviors. The methodology adopted was to collect advertisements for luxury products aimed at the fairly affluent market, taken from magazines with a readership profile of class A, according to the Serasa Experian Criterion, the national method for measuring the social class of individuals based on the conditions of life and earning opportunities. Such an analysis is carried out mainly from the semiotic imagery of culture, anthropology and image theory. In order to develop the work it was necessary to complete a brief study, not just about what is meant by the luxury market, but also the claims related to consumption as a social and cultural phenomenon, environments where specialty acquisition belongs. The theoretical basis for the development of the research is from authors such as Tomás Moulian, Gilles Lipovetsky, Jean Baudrilard, Zygmunt Bauman, as well as Villém Flusser, Ivan Bystrina and Norval Baitello Jr. The body of this research is basically composed of Brazilian luxury magazines. As a thematic profile, there is a special focus on ads related to products for personal use, not just because of the importance of brands and the variety of items available to potential buyers, but also because of the scope of this market. As a hypothesis, in the case of luxury acquisitions, the first implication is that there is a second form of consumption coming from the product to the buyer, which is known as reverse consumption. The second relates to the fact that, in addition to the determination of the individual, there is a hetero-determination quality in the buying process based on the other, from a need for positive social self-assertion
publishDate 2010
dc.date.available.fl_str_mv 2010-09-17
dc.date.issued.fl_str_mv 2010-06-30
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dc.identifier.citation.fl_str_mv Oliveira, Pedro Henrique de Carvalho. As imagens do luxo: a relação entre o consumir e o ser consumido. 2010. 315 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
dc.identifier.uri.fl_str_mv https://tede2.pucsp.br/handle/handle/5331
identifier_str_mv Oliveira, Pedro Henrique de Carvalho. As imagens do luxo: a relação entre o consumir e o ser consumido. 2010. 315 f. Dissertação (Mestrado em Comunicação) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2010.
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