A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFG |
Texto Completo: | http://repositorio.bc.ufg.br/tede/handle/tede/10398 |
Resumo: | This dissertation was intended to analyze the envious indications contained in some advertising films in order to identify how the narrative presented indicates a perspective of similar social classes. Innumerable questions guide this exploratory beginning when it comes to the activities inherent to consumption in modern and postmodern life. Communication in its cultural context works with information collected by the behavioral aspects identified in its possible consumers, so the media works in the perspective of these social representations to be able to send their messages. From an economic point of view, many ideas emerge to originate these elements of visibility of the social use of consumer goods such as conspicuous consumption theory (VEBLEN, 1983). Several studies work on consumption from the point of view of distinction or to satisfy narcissistic desires, as in Bourdieu (2017) or Lipovetsky (1989) respectively, but analysis on the subject who has already consumed predominates. This research proposes to change the look for the observer individual, whose consumption may be viable or not. To this end, a bibliographic study was carried out on the concepts of each proposed phenomenon to later observe the advertising films through frames that were collected. Thus, an image analysis was carried out from the points of similarity between the campaigns, such as, for example, the bias of the skewed look (ALBERONI, 1996), based on the grouping of images entitled Atlas Mnemosyne that was created by Aby Walburg and used by Didi-Huberman (2013). Finally, it was possible to understand the narrative worked on in the ad and identify the context of envy from the point of view of similar social classes through the acquisition of durable and non-durable consumer goods. |
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Jordão, Janaína Vieira de Paulahttp://lattes.cnpq.br/9936127174016398Fernandes, Ana Rita VidicaTondato, Márcia PerencinBarbosa, Karen Muzany Pereira Diashttp://lattes.cnpq.br/1171442211693550Barbosa, Karen Muzany Pereira Dias2020-03-05T10:41:59Z2020-01-24BARBOSA, Karen Muzany Pereira Dias. A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes. 2020. 88 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2020.http://repositorio.bc.ufg.br/tede/handle/tede/10398ark:/38995/00130000037b0This dissertation was intended to analyze the envious indications contained in some advertising films in order to identify how the narrative presented indicates a perspective of similar social classes. Innumerable questions guide this exploratory beginning when it comes to the activities inherent to consumption in modern and postmodern life. Communication in its cultural context works with information collected by the behavioral aspects identified in its possible consumers, so the media works in the perspective of these social representations to be able to send their messages. From an economic point of view, many ideas emerge to originate these elements of visibility of the social use of consumer goods such as conspicuous consumption theory (VEBLEN, 1983). Several studies work on consumption from the point of view of distinction or to satisfy narcissistic desires, as in Bourdieu (2017) or Lipovetsky (1989) respectively, but analysis on the subject who has already consumed predominates. This research proposes to change the look for the observer individual, whose consumption may be viable or not. To this end, a bibliographic study was carried out on the concepts of each proposed phenomenon to later observe the advertising films through frames that were collected. Thus, an image analysis was carried out from the points of similarity between the campaigns, such as, for example, the bias of the skewed look (ALBERONI, 1996), based on the grouping of images entitled Atlas Mnemosyne that was created by Aby Walburg and used by Didi-Huberman (2013). Finally, it was possible to understand the narrative worked on in the ad and identify the context of envy from the point of view of similar social classes through the acquisition of durable and non-durable consumer goods.Esta dissertação teve como pretensão analisar as indicações invejosas contidas em alguns filmes publicitários a fim de identificar como a narrativa apresentada indica uma perspectiva de classes sociais semelhantes. Inúmeras indagações norteiam esse principiar exploratório quando se trata das atividades inerentes ao consumo na vida moderna e pós-moderna. A comunicação em seu âmbito cultural trabalha diante de informações coletadas pelos aspectos comportamentais identificados em seus possíveis consumidores, assim a mídia trabalha na perspectiva dessas representações sociais para poder emitir suas mensagens. No ponto de vista econômico muitas ideias surgem para originar esses elementos de visibilidade do uso social dos bens de consumo como a teoria de consumo conspícuo (VEBLEN, 1983). Diversos estudos trabalham o consumo do ponto de vista da distinção ou para a satisfação de desejos narcísicos, como em Bourdieu (2017) ou Lipovetsky (1989) respectivamente, mas predominam análises sobre o sujeito que já efetuou o consumo. Esta pesquisa se propõe a mudar o olhar para o indivíduo observador, cujo consumo possa ser viável ou não. Para tanto, foi realizado um estudo de caráter bibliográfico acerca dos conceitos de cada fenômeno proposto para posteriormente realizar a observação dos filmes publicitários através de frames que foram coletados. Assim foi realizada uma análise de imagens a partir dos pontos de semelhança entre as campanhas, como por exemplo, o viés do olhar enviesado (ALBERONI, 1996), trazendo como base o agrupamento de imagens intitulado de Atlas Mnemosyne que foi criado por Aby Walburg e utilizado por Didi-Huberman (2013). Por fim foi possível compreender a narrativa trabalhada no anúncio e identificar o contexto da inveja dentro de um ponto de vista de classes sociais semelhantes através da aquisição de mercadorias de bens de consumo duráveis e não-duráveis.Submitted by Luciana Ferreira (lucgeral@gmail.com) on 2020-03-04T15:29:14Z No. of bitstreams: 2 Dissertação - Karen Muzany Pereira Dias Barbosa - 2020.pdf: 2955146 bytes, checksum: 3d2d8390d721eee48c188de13e7beed9 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2020-03-05T10:41:59Z (GMT) No. of bitstreams: 2 Dissertação - Karen Muzany Pereira Dias Barbosa - 2020.pdf: 2955146 bytes, checksum: 3d2d8390d721eee48c188de13e7beed9 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2020-03-05T10:41:59Z (GMT). No. of bitstreams: 2 Dissertação - Karen Muzany Pereira Dias Barbosa - 2020.pdf: 2955146 bytes, checksum: 3d2d8390d721eee48c188de13e7beed9 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2020-01-24Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfporUniversidade Federal de GoiásPrograma de Pós-graduação em Comunicação (FIC)UFGBrasilFaculdade de Informação e Comunicação - FIC (RG)http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessComunicaçãoConsumoPublicidadeInvejaClasses sociaisCommunicationConsumptionPublicityEnvySocial classesCIENCIAS SOCIAIS APLICADAS::COMUNICACAOA inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantesThe envy of advertising movies from Fiat and Boticário using the context of similar social classesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-7949609749769452194600600600600-3448915382621527388-40560210555028745732075167498588264571reponame:Repositório Institucional da UFGinstname:Universidade Federal de Goiás (UFG)instacron:UFGLICENSElicense.txtlicense.txttext/plain; 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dc.title.eng.fl_str_mv |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
dc.title.alternative.eng.fl_str_mv |
The envy of advertising movies from Fiat and Boticário using the context of similar social classes |
title |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
spellingShingle |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes Barbosa, Karen Muzany Pereira Dias Comunicação Consumo Publicidade Inveja Classes sociais Communication Consumption Publicity Envy Social classes CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
title_full |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
title_fullStr |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
title_full_unstemmed |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
title_sort |
A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes |
author |
Barbosa, Karen Muzany Pereira Dias |
author_facet |
Barbosa, Karen Muzany Pereira Dias |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Jordão, Janaína Vieira de Paula |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9936127174016398 |
dc.contributor.referee1.fl_str_mv |
Fernandes, Ana Rita Vidica |
dc.contributor.referee2.fl_str_mv |
Tondato, Márcia Perencin |
dc.contributor.referee3.fl_str_mv |
Barbosa, Karen Muzany Pereira Dias |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/1171442211693550 |
dc.contributor.author.fl_str_mv |
Barbosa, Karen Muzany Pereira Dias |
contributor_str_mv |
Jordão, Janaína Vieira de Paula Fernandes, Ana Rita Vidica Tondato, Márcia Perencin Barbosa, Karen Muzany Pereira Dias |
dc.subject.por.fl_str_mv |
Comunicação Consumo Publicidade Inveja Classes sociais |
topic |
Comunicação Consumo Publicidade Inveja Classes sociais Communication Consumption Publicity Envy Social classes CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Communication Consumption Publicity Envy Social classes |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This dissertation was intended to analyze the envious indications contained in some advertising films in order to identify how the narrative presented indicates a perspective of similar social classes. Innumerable questions guide this exploratory beginning when it comes to the activities inherent to consumption in modern and postmodern life. Communication in its cultural context works with information collected by the behavioral aspects identified in its possible consumers, so the media works in the perspective of these social representations to be able to send their messages. From an economic point of view, many ideas emerge to originate these elements of visibility of the social use of consumer goods such as conspicuous consumption theory (VEBLEN, 1983). Several studies work on consumption from the point of view of distinction or to satisfy narcissistic desires, as in Bourdieu (2017) or Lipovetsky (1989) respectively, but analysis on the subject who has already consumed predominates. This research proposes to change the look for the observer individual, whose consumption may be viable or not. To this end, a bibliographic study was carried out on the concepts of each proposed phenomenon to later observe the advertising films through frames that were collected. Thus, an image analysis was carried out from the points of similarity between the campaigns, such as, for example, the bias of the skewed look (ALBERONI, 1996), based on the grouping of images entitled Atlas Mnemosyne that was created by Aby Walburg and used by Didi-Huberman (2013). Finally, it was possible to understand the narrative worked on in the ad and identify the context of envy from the point of view of similar social classes through the acquisition of durable and non-durable consumer goods. |
publishDate |
2020 |
dc.date.accessioned.fl_str_mv |
2020-03-05T10:41:59Z |
dc.date.issued.fl_str_mv |
2020-01-24 |
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masterThesis |
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BARBOSA, Karen Muzany Pereira Dias. A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes. 2020. 88 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2020. |
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http://repositorio.bc.ufg.br/tede/handle/tede/10398 |
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ark:/38995/00130000037b0 |
identifier_str_mv |
BARBOSA, Karen Muzany Pereira Dias. A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes. 2020. 88 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2020. ark:/38995/00130000037b0 |
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http://repositorio.bc.ufg.br/tede/handle/tede/10398 |
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UFG |
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Brasil |
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Universidade Federal de Goiás |
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