Imitative advertising and impact in consumer

Detalhes bibliográficos
Autor(a) principal: Giacomini-Filho, Gino
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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spelling 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)
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collection Intexto (Porto Alegre)
repository.name.fl_str_mv Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)
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