A publicidade de alimentos: da natureza à sedução
Autor(a) principal: | |
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Data de Publicação: | 2017 |
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/20653 |
Resumo: | This study aims to understand how the advertising speech develops persuasion as means of propagation, sale, consumption and profit when materiality and immateriality aspects of a product is defined. The study of the advertising speech towards food, from a raw product until a transformed nourishment, that later becomes persuasive, is the main objective of this research. As an empirical object, there were selected food advertisements in a production scale, determined by natural cycles and opposing them with the advertising of those transformed products by the food industry and its persuasion strategies depending on the product configuration. As an epistemological object, there will be carried out a study of the visual syntax appeal supported by verbal and nonverbal language used as persuasive tools. In order to achieve this objective the study will investigate speeches from both raw and transformed products advertisements by the food industry and analyse the established connection between representations and way of life in order to increase sales. The methodological strategy is based on a timeline construction of published advertisements, identify which were iconics and the most used language artifacts, compare verbals and nonverbals resources used, determine how the imagistics interferes on the ways of life constructions, understand how the food industry advertising seduces, creates desires and way of life perceptions, and how political interests may be implied. As for the theoretical foundation there will be used concepts from Gilles Lipovetsky, Milton Santos and Guy Debord to analyze the relation established between the food industry and the organization's logic related to the design concept, along with Benjamin's parlance designations. In order to complement the studies over political and social clusters, there were used concepts and theories developed by Leo Huberman, Octávio Ianni and Warren Dean |
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Ferrara, Lucrecia D'Alessiohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4480734T9Antunes, Bruno Sampaio2017-12-08T11:27:18Z2017-11-27Antunes, Bruno Sampaio. A publicidade de alimentos: da natureza à sedução. 2017. 57 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017.https://tede2.pucsp.br/handle/handle/20653This study aims to understand how the advertising speech develops persuasion as means of propagation, sale, consumption and profit when materiality and immateriality aspects of a product is defined. The study of the advertising speech towards food, from a raw product until a transformed nourishment, that later becomes persuasive, is the main objective of this research. As an empirical object, there were selected food advertisements in a production scale, determined by natural cycles and opposing them with the advertising of those transformed products by the food industry and its persuasion strategies depending on the product configuration. As an epistemological object, there will be carried out a study of the visual syntax appeal supported by verbal and nonverbal language used as persuasive tools. In order to achieve this objective the study will investigate speeches from both raw and transformed products advertisements by the food industry and analyse the established connection between representations and way of life in order to increase sales. The methodological strategy is based on a timeline construction of published advertisements, identify which were iconics and the most used language artifacts, compare verbals and nonverbals resources used, determine how the imagistics interferes on the ways of life constructions, understand how the food industry advertising seduces, creates desires and way of life perceptions, and how political interests may be implied. As for the theoretical foundation there will be used concepts from Gilles Lipovetsky, Milton Santos and Guy Debord to analyze the relation established between the food industry and the organization's logic related to the design concept, along with Benjamin's parlance designations. In order to complement the studies over political and social clusters, there were used concepts and theories developed by Leo Huberman, Octávio Ianni and Warren DeanA fim de compreender como linguagem publicitária desenvolve a persuasão tendo em vista a divulgação, a venda, o consumo e o lucro quando se definem elementos da materialidade e da imaterialidade do produto, essa pesquisa tem como objetivo principal o estudo da linguagem publicitária da indústria de alimentos gerados pela produção e transformação industrial. Para o estudo do objeto empírico foram selecionados anúncios de alimentos em seu estágio produtivo determinado pelos ciclos naturais, relacionando-os às características publicitárias de produtos transformados pela indústria e, sobretudo, por estratégias persuasivas diretamente ligadas à configuração do produto no momento do contato direto com o receptor. Como objeto epistemológico, será realizado o estudo da sintaxe do apelo visual patrocinado por linguagens verbais e não verbais utilizadas como ferramentas persuasivas da publicidade. Para a consecução desse objetivo procura-se investigar as linguagens usadas em anúncios publicitários de ambos os tipos de produtos trabalhados pela indústria de alimentos e analisar as relações estabelecidas entre modos de vida e as construções imagéticas utilizadas para possibilitar a venda. A estratégia metodológica supõe: discriminar cronologicamente as características dos recortes publicitários, identificar as campanhas que se tornaram ícones de suas épocas e os artifícios de linguagem predominantes, comparar os recursos verbais e não verbais usados, definir como a linguagem imagética persuasiva interfere na construção de modos de vida, verificar como a publicidade da indústria alimentícia seduz e cria desejos e percepções de modos de vida e, por fim, relacionar a linguagem publicitária da indústria alimentícia de produção com a linguagem de transformação para identificar possíveis interesses políticos e econômicos implícitos em determinadas campanhas. Para a construção da fundamentação teórica, utiliza-se conceitos de Gilles Lipovetsky, Milton Santos, Guy Debord para estudar a relação que se estabelece entre a indústria de bens de consumo e a lógica organizacional relacionada ao conceito de design, juntamente com conceitos de Benjamin para o estudo da linguagem. Para complementar o estudo das esferas sociais e políticas, foram trabalhadas teorias desenvolvidas por Leo Huberman, Octávio Ianni e Warren DeanCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/44105/Bruno%20Sampaio%20Antunes.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesAlimentos - IndústriaAnúncios - AlimentosProdução de alimentosFood industry and tradeAdvertising - FoodFood productionCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOA publicidade de alimentos: da natureza à seduçãoinfo: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_SPTEXTBruno Sampaio Antunes.pdf.txtBruno Sampaio Antunes.pdf.txtExtracted texttext/plain107159https://repositorio.pucsp.br/xmlui/bitstream/handle/20653/4/Bruno%20Sampaio%20Antunes.pdf.txtb829c3b527912c4495ecf906acc3f988MD54ORIGINALBruno Sampaio Antunes.pdfBruno Sampaio Antunes.pdfapplication/pdf1901454https://repositorio.pucsp.br/xmlui/bitstream/handle/20653/2/Bruno%20Sampaio%20Antunes.pdf60f0b7e8267ee9401ae21c68efc823c9MD52LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
A publicidade de alimentos: da natureza à sedução |
title |
A publicidade de alimentos: da natureza à sedução |
spellingShingle |
A publicidade de alimentos: da natureza à sedução Antunes, Bruno Sampaio Alimentos - Indústria Anúncios - Alimentos Produção de alimentos Food industry and trade Advertising - Food Food production CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
A publicidade de alimentos: da natureza à sedução |
title_full |
A publicidade de alimentos: da natureza à sedução |
title_fullStr |
A publicidade de alimentos: da natureza à sedução |
title_full_unstemmed |
A publicidade de alimentos: da natureza à sedução |
title_sort |
A publicidade de alimentos: da natureza à sedução |
author |
Antunes, Bruno Sampaio |
author_facet |
Antunes, Bruno Sampaio |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Ferrara, Lucrecia D'Alessio |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4480734T9 |
dc.contributor.author.fl_str_mv |
Antunes, Bruno Sampaio |
contributor_str_mv |
Ferrara, Lucrecia D'Alessio |
dc.subject.por.fl_str_mv |
Alimentos - Indústria Anúncios - Alimentos Produção de alimentos |
topic |
Alimentos - Indústria Anúncios - Alimentos Produção de alimentos Food industry and trade Advertising - Food Food production CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Food industry and trade Advertising - Food Food production |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This study aims to understand how the advertising speech develops persuasion as means of propagation, sale, consumption and profit when materiality and immateriality aspects of a product is defined. The study of the advertising speech towards food, from a raw product until a transformed nourishment, that later becomes persuasive, is the main objective of this research. As an empirical object, there were selected food advertisements in a production scale, determined by natural cycles and opposing them with the advertising of those transformed products by the food industry and its persuasion strategies depending on the product configuration. As an epistemological object, there will be carried out a study of the visual syntax appeal supported by verbal and nonverbal language used as persuasive tools. In order to achieve this objective the study will investigate speeches from both raw and transformed products advertisements by the food industry and analyse the established connection between representations and way of life in order to increase sales. The methodological strategy is based on a timeline construction of published advertisements, identify which were iconics and the most used language artifacts, compare verbals and nonverbals resources used, determine how the imagistics interferes on the ways of life constructions, understand how the food industry advertising seduces, creates desires and way of life perceptions, and how political interests may be implied. As for the theoretical foundation there will be used concepts from Gilles Lipovetsky, Milton Santos and Guy Debord to analyze the relation established between the food industry and the organization's logic related to the design concept, along with Benjamin's parlance designations. In order to complement the studies over political and social clusters, there were used concepts and theories developed by Leo Huberman, Octávio Ianni and Warren Dean |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-12-08T11:27:18Z |
dc.date.issued.fl_str_mv |
2017-11-27 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Antunes, Bruno Sampaio. A publicidade de alimentos: da natureza à sedução. 2017. 57 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/20653 |
identifier_str_mv |
Antunes, Bruno Sampaio. A publicidade de alimentos: da natureza à sedução. 2017. 57 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2017. |
url |
https://tede2.pucsp.br/handle/handle/20653 |
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por |
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info:eu-repo/semantics/openAccess |
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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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PUC-SP |
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Brasil |
dc.publisher.department.fl_str_mv |
Faculdade de Filosofia, Comunicação, Letras e Artes |
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Pontifícia Universidade Católica de São Paulo |
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