Counterintuitive publicity and the rebound effect

Detalhes bibliográficos
Autor(a) principal: Leite, Francisco
Data de Publicação: 2007
Outros Autores: Batista, Leandro Leonardo
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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spelling 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
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