Entre a cidadania e o consumo: o humor na publicidade televisiva

• Main Author: Nunes, André Almeida
• Publication Date: 2016
• Format: Master thesis
• Language: por
• Source: Repositório Institucional da UFG
• dARK ID: ark:/38995/00130000070w1
• Download full: http://repositorio.bc.ufg.br/tede/handle/tede/5948
• topic: Consumo; Cidadania; Humor; Publicidade; Televisão; Advertising; Television; Media; Humor; COMUNICACAO::RELACOES PUBLICAS E PROPAGANDA

The objective of this study is to demonstrate the main theories that explain the process of construction of humor and humorous content of television commercials produced in Brazil. We note the Communication from basic references that might foster the principle of humor studies as this element advertising. We intend, through this work, encourage the basis of an analysis by introducing concepts of consumption and humor, in addition to presenting a paradigm to guide our research. We seek to show the importance of advertising to our social context, market, economic mode of production in our country and around the world. We demonstrate, through a historical survey, the evolution of Brazilian advertising and its appearance of influence with consumers. Confronting humor and advertising communication, we start with the following question: will that humor can attract more attention to the promotion of products and services in an extremely competitive environment, reinforcing the comic bias, persuasive strategies?. In this way, we seek to understand the theoretical foundations that underlie the study of the subject, from authors who delved into his research, as Bergson, Freud, Pirandello, among others analyzed samples collected in the television media advertising in prevailing style humorous in his writings. In this sense, it was concluded that humor is present and is of great importance to television advertising, and using the techniques of humor correlate with the Brazilian advertising production and collaborate for the construction of citizenship in the country.