Counterintuitive publicity and the rebound effect
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Galáxia (São Paulo) |
Texto Completo: | https://revistas.pucsp.br/index.php/galaxia/article/view/1501 |
Resumo: | Counterintuitive publicity and the rebound effect — This paper shares with the reader some conceptual ideas of counterintuitive advertising, observing its possible effects on the reevaluation and deconstruction of beliefs and social stereotypes in the cognitive make-up of the viewer. The ironic rebound effect is singled out among the probable reflexes, according to the theory propounded by Daniel M. Wegner. This theory is applied taking as an example Fiat’s commercial “The Driver”, which was part of an advertising campaign in Brazil called “Review your concepts” to introduce its new Palio 2002 car model. The authors are currently engaged in a laboratory experiment to measure the above described theory in a consistent manner. |
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Counterintuitive publicity and the rebound effectA publicidade contra-intuitiva e o efeito ricochete publicidade contra-intuitivacrençasestereótipoefeito ricocheteCounterintuitive publicity and the rebound effect — This paper shares with the reader some conceptual ideas of counterintuitive advertising, observing its possible effects on the reevaluation and deconstruction of beliefs and social stereotypes in the cognitive make-up of the viewer. The ironic rebound effect is singled out among the probable reflexes, according to the theory propounded by Daniel M. Wegner. This theory is applied taking as an example Fiat’s commercial “The Driver”, which was part of an advertising campaign in Brazil called “Review your concepts” to introduce its new Palio 2002 car model. The authors are currently engaged in a laboratory experiment to measure the above described theory in a consistent manner.O propósito deste artigo é compartilhar com o leitor algumas noções conceituais de publicidade contra-intuitiva e observar seus possíveis efeitos na reavaliação, desconstrução de crenças e estereótipos sociais, na estrutura cognitiva do indivíduo receptor. Destaca-se entre os reflexos provavelmente gerados o irônico efeito ricochete, segundo a teoria desenvolvida por Daniel M. Wegner. A aplicação para se discutir o cruzamento da narrativa contra-intuitiva e o efeito ricochete será, neste primeiro momento, pela exemplificação do filme Motorista, peça integrante da campanha publicitária da Fiat do Brasil “Reveja seus conceitos”, para o lançamento do automóvel Palio 2002. Um experimento laboratorial está sendo desenvolvido pelos autores para se mensurar de maneira consistente a apresentação teórico-conceitual exposta.PEPG COS-PUC-SP2007-10-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.pucsp.br/index.php/galaxia/article/view/1501Galaxia; No. 15 (2008)GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 15 (2008)1982-2553reponame:Galáxia (São Paulo)instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporhttps://revistas.pucsp.br/index.php/galaxia/article/view/1501/973Leite, FranciscoBatista, Leandro Leonardoinfo:eu-repo/semantics/openAccess2024-05-15T14:01:06Zoai:ojs.pkp.sfu.ca:article/1501Revistahttps://www.pucsp.br/pos-graduacao/mestrado-e-doutorado/comunicacao-e-semioticaPRIhttps://old.scielo.br/oai/scielo-oai.phpcos@pucsp.br||aidarprado@gmail.com1982-25531519-311Xopendoar:2024-05-15T14:01:06Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.none.fl_str_mv |
Counterintuitive publicity and the rebound effect A publicidade contra-intuitiva e o efeito ricochete |
title |
Counterintuitive publicity and the rebound effect |
spellingShingle |
Counterintuitive publicity and the rebound effect Leite, Francisco publicidade contra-intuitiva crenças estereótipo efeito ricochete |
title_short |
Counterintuitive publicity and the rebound effect |
title_full |
Counterintuitive publicity and the rebound effect |
title_fullStr |
Counterintuitive publicity and the rebound effect |
title_full_unstemmed |
Counterintuitive publicity and the rebound effect |
title_sort |
Counterintuitive publicity and the rebound effect |
author |
Leite, Francisco |
author_facet |
Leite, Francisco Batista, Leandro Leonardo |
author_role |
author |
author2 |
Batista, Leandro Leonardo |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Leite, Francisco Batista, Leandro Leonardo |
dc.subject.por.fl_str_mv |
publicidade contra-intuitiva crenças estereótipo efeito ricochete |
topic |
publicidade contra-intuitiva crenças estereótipo efeito ricochete |
description |
Counterintuitive publicity and the rebound effect — This paper shares with the reader some conceptual ideas of counterintuitive advertising, observing its possible effects on the reevaluation and deconstruction of beliefs and social stereotypes in the cognitive make-up of the viewer. The ironic rebound effect is singled out among the probable reflexes, according to the theory propounded by Daniel M. Wegner. This theory is applied taking as an example Fiat’s commercial “The Driver”, which was part of an advertising campaign in Brazil called “Review your concepts” to introduce its new Palio 2002 car model. The authors are currently engaged in a laboratory experiment to measure the above described theory in a consistent manner. |
publishDate |
2007 |
dc.date.none.fl_str_mv |
2007-10-29 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.pucsp.br/index.php/galaxia/article/view/1501 |
url |
https://revistas.pucsp.br/index.php/galaxia/article/view/1501 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.pucsp.br/index.php/galaxia/article/view/1501/973 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
PEPG COS-PUC-SP |
publisher.none.fl_str_mv |
PEPG COS-PUC-SP |
dc.source.none.fl_str_mv |
Galaxia; No. 15 (2008) GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 15 (2008) 1982-2553 reponame:Galáxia (São Paulo) instname:Pontifícia Universidade Católica de São Paulo (PUC-SP) instacron:PUC_SP |
instname_str |
Pontifícia Universidade Católica de São Paulo (PUC-SP) |
instacron_str |
PUC_SP |
institution |
PUC_SP |
reponame_str |
Galáxia (São Paulo) |
collection |
Galáxia (São Paulo) |
repository.name.fl_str_mv |
Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP) |
repository.mail.fl_str_mv |
cos@pucsp.br||aidarprado@gmail.com |
_version_ |
1799129329175625728 |