Imitative advertising and impact in consumer
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Intexto (Porto Alegre) |
Texto Completo: | https://seer.ufrgs.br/index.php/intexto/article/view/47823 |
Resumo: | The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research in order to construct concepts and theoretical models linked to imitative advertising and consumer, besides interviews about the theme with four experts. The results shows that imitative advertising may generate impacts as to confuse the consumer, to harm consumer decisions about advertisers, their brands and products. Consequently, the laws and norms about the theme in Brazil could be improved. |
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Imitative advertising and impact in consumerImitação publicitária e seus impactos no consumidorPublicidade imitativa. Consumidor. Consumerismo. Propaganda imitativa. Imitação.Imitative advertising. Consumer. Consumerism. Imitative propaganda. Imitation.The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research in order to construct concepts and theoretical models linked to imitative advertising and consumer, besides interviews about the theme with four experts. The results shows that imitative advertising may generate impacts as to confuse the consumer, to harm consumer decisions about advertisers, their brands and products. Consequently, the laws and norms about the theme in Brazil could be improved.O objetivo deste artigo é discorrer sobre a publicidade imitativa no contexto consumerista. A publicidade imitativa se expressa pela semelhança entre conteúdos apresentados por um anúncio original e o imitador. Trata-se de um estudo exploratório, que fez uso de pesquisa bibliográfica para a construção de conceitos e modelos teóricos ligados à publicidade imitativa e consumidor, além de entrevistas sobre o tema com quatro especialistas. Os resultados mostram que a publicidade imitativa pode gerar impactos consumeristas ao confundir o consumidor, prejudicar suas decisões de consumo quanto à imagem que faz dos anunciantes, suas marcas e produtos, de forma que as normas sobre o tema no Brasil poderiam ser aperfeiçoadas.Universidade Federal do Rio Grande do Sul2014-07-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/47823Intexto; No. 30 (2014); 238-254Intexto; Núm. 30 (2014); 238-254Intexto; No. 30 (2014); 238-254Intexto; N. 30 (2014); 238-254Intexto; n. 30 (2014); 238-2541807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/47823/30402https://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGiacomini-Filho, Gino2023-04-05T16:56:53Zoai:seer.ufrgs.br:article/47823Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-04-05T16:56:53Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
Imitative advertising and impact in consumer Imitação publicitária e seus impactos no consumidor |
title |
Imitative advertising and impact in consumer |
spellingShingle |
Imitative advertising and impact in consumer Giacomini-Filho, Gino Publicidade imitativa. Consumidor. Consumerismo. Propaganda imitativa. Imitação. Imitative advertising. Consumer. Consumerism. Imitative propaganda. Imitation. |
title_short |
Imitative advertising and impact in consumer |
title_full |
Imitative advertising and impact in consumer |
title_fullStr |
Imitative advertising and impact in consumer |
title_full_unstemmed |
Imitative advertising and impact in consumer |
title_sort |
Imitative advertising and impact in consumer |
author |
Giacomini-Filho, Gino |
author_facet |
Giacomini-Filho, Gino |
author_role |
author |
dc.contributor.author.fl_str_mv |
Giacomini-Filho, Gino |
dc.subject.por.fl_str_mv |
Publicidade imitativa. Consumidor. Consumerismo. Propaganda imitativa. Imitação. Imitative advertising. Consumer. Consumerism. Imitative propaganda. Imitation. |
topic |
Publicidade imitativa. Consumidor. Consumerismo. Propaganda imitativa. Imitação. Imitative advertising. Consumer. Consumerism. Imitative propaganda. Imitation. |
description |
The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research in order to construct concepts and theoretical models linked to imitative advertising and consumer, besides interviews about the theme with four experts. The results shows that imitative advertising may generate impacts as to confuse the consumer, to harm consumer decisions about advertisers, their brands and products. Consequently, the laws and norms about the theme in Brazil could be improved. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-07-14 |
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://seer.ufrgs.br/index.php/intexto/article/view/47823 |
url |
https://seer.ufrgs.br/index.php/intexto/article/view/47823 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/intexto/article/view/47823/30402 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Intexto; No. 30 (2014); 238-254 Intexto; Núm. 30 (2014); 238-254 Intexto; No. 30 (2014); 238-254 Intexto; N. 30 (2014); 238-254 Intexto; n. 30 (2014); 238-254 1807-8583 reponame:Intexto (Porto Alegre) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
Intexto (Porto Alegre) |
collection |
Intexto (Porto Alegre) |
repository.name.fl_str_mv |
Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
||intexto@ufrgs.br |
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1799766108977233920 |