Publicidade emocional: a sensibilidade a serviço do consumo

• Autor(a) principal: Pinheiro, Maria Cláudia Tardin
• Data de Publicação: 2007
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/15055
• topic: Advertising; Emotion; Persuasion; Publicidade; Publicidade Aspectos psicológicos; Persuasão (Psicologia); Emoções; CNPQ::CIENCIAS HUMANAS::PSICOLOGIA::PSICOLOGIA SOCIAL

Searching to conceptuate and describe the emotional strategies of publicity persuasions, I raised related bibliography and publicity samples found in the Brazilian magazines medium. Afterwards, I analyzed if the most approached themes and the persuasion means employed are reflexes of values, beliefs and behavior of hypermodern culture, as described by authors, quoted in theoretical foundation. I raised advertising referring to self care published in magazines such as Veja, Playboy and Marie Claire, in 2005. I identified two kinds of emotional strategies. The most used fomented imaginative hedonism, fetching persuasion with different regressive appeals of consumer gratification. The second strategy, well used on the whole, with subtle messages, was the repressive one. In this case, purchase motivation is sought after the illusion of social inclusion that recommend how someone must be, feel and act, and with grossly childish arguments. Others subjects of this research were analyzing the possible effects on contemporary subjectivities, from the contents of messages originated on advertisements published in Brazilian magazines of greater circulation. Finally, I introduce some suggestions of publicity creation, where social ties, respect towards the alterity and the ecosystem are fomented.