Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/30482 |
Resumo: | This research focuses on general advertising and thrift stores, more specifically the analysis of advertising strategies used by thrift stores in southern Brazil. The following research problem was defined: What are the main advertising strategies used by thrift stores, considering economic, cultural, social and symbolic capital? And, to answer the question of this study, we list the following general objective: to identify the characteristics of the subfield of thrift stores, considering their relationships or approaches to the economic, cultural, social and symbolic capital proposed by Pierre Bourdieu. The specific objectives were configured as: Relating the fields of advertising and fashion; Map the characteristics of the thrift store subfield; Understand the relationship between thrift stores' advertising strategies and Capital (economic, symbolic, cultural and social); Reflect on the advertising strategy used in the subfield of thrift stores. The methodology used to achieve the objective is the cartography presented by Deleuze and Guattari (1995) and Kastrup (2007), mainly the attentional functioning phases Tracking, Landing, Touch and Attentive Recognition to which we associate our research stages, respectively: discussion theoretical; theoretical methodological discussion; data collection and data analysis. Theoretical discussions took place through Lipovetsky (1989), Bourdieu (2007 and 2013), Rocha (1985), Barnard (2003) and Bergamo (2007) and data collection through questionnaires applied online with thrift store owners from nine states in Brazil and also the analysis of Instagram profiles and national reference thrift store websites. As results, it is mainly pointed out that the relationship between advertising and fashion determines these as social devices that affect collective life and configure a marketing perspective for the subfield of thrift stores. As characteristics of the subfield of thrift stores, we can list that this is a recent concrete market enterprise, expanding and profitable when well managed. Regarding the relationship between advertising strategies and Bourdieu's capital, it can be concluded that economically they aim to save money and provide benefits for consumers. Cultural capital uses the references that celebrities bring with them and marketing movements such as “News every week” to give consumers the confidence to buy in a store that follows standards. When analyzed socially, the subfield of thrift stores is less expressive, not having as much engagement in groups, which seems to revolve around socially accepted prejudices about thrift stores, which characterize them as a place for old clothes and the dead. Regarding symbolic capital, we can point out that the association of thrift stores with recognized brands is the most used strategy, selling designer clothes for less is the biggest argument. Regarding the values used as sales strategies, I conclude that these are mainly marketing, where economic capital stands out. Furthermore, sustainability, despite being the starting point for the creation of thrift stores, is not the focus of this market, which does not focus its communication around it and when it does, it is in an isolated, thematic and modest way. |
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2023-11-13T11:06:38Z2023-11-13T11:06:38Z2023-09-28http://repositorio.ufsm.br/handle/1/30482This research focuses on general advertising and thrift stores, more specifically the analysis of advertising strategies used by thrift stores in southern Brazil. The following research problem was defined: What are the main advertising strategies used by thrift stores, considering economic, cultural, social and symbolic capital? And, to answer the question of this study, we list the following general objective: to identify the characteristics of the subfield of thrift stores, considering their relationships or approaches to the economic, cultural, social and symbolic capital proposed by Pierre Bourdieu. The specific objectives were configured as: Relating the fields of advertising and fashion; Map the characteristics of the thrift store subfield; Understand the relationship between thrift stores' advertising strategies and Capital (economic, symbolic, cultural and social); Reflect on the advertising strategy used in the subfield of thrift stores. The methodology used to achieve the objective is the cartography presented by Deleuze and Guattari (1995) and Kastrup (2007), mainly the attentional functioning phases Tracking, Landing, Touch and Attentive Recognition to which we associate our research stages, respectively: discussion theoretical; theoretical methodological discussion; data collection and data analysis. Theoretical discussions took place through Lipovetsky (1989), Bourdieu (2007 and 2013), Rocha (1985), Barnard (2003) and Bergamo (2007) and data collection through questionnaires applied online with thrift store owners from nine states in Brazil and also the analysis of Instagram profiles and national reference thrift store websites. As results, it is mainly pointed out that the relationship between advertising and fashion determines these as social devices that affect collective life and configure a marketing perspective for the subfield of thrift stores. As characteristics of the subfield of thrift stores, we can list that this is a recent concrete market enterprise, expanding and profitable when well managed. Regarding the relationship between advertising strategies and Bourdieu's capital, it can be concluded that economically they aim to save money and provide benefits for consumers. Cultural capital uses the references that celebrities bring with them and marketing movements such as “News every week” to give consumers the confidence to buy in a store that follows standards. When analyzed socially, the subfield of thrift stores is less expressive, not having as much engagement in groups, which seems to revolve around socially accepted prejudices about thrift stores, which characterize them as a place for old clothes and the dead. Regarding symbolic capital, we can point out that the association of thrift stores with recognized brands is the most used strategy, selling designer clothes for less is the biggest argument. Regarding the values used as sales strategies, I conclude that these are mainly marketing, where economic capital stands out. Furthermore, sustainability, despite being the starting point for the creation of thrift stores, is not the focus of this market, which does not focus its communication around it and when it does, it is in an isolated, thematic and modest way.A presente pesquisa tem como tema geral publicidade e brechós, mais especificamente a análise das estratégias publicitárias utilizadas por brechós do sul do Brasil. Como problema de pesquisa delimitou-se: Quais as principais estratégias publicitárias utilizadas por brechós, considerando os capitais econômico, cultural, social e simbólico? E, para responder a questão problema deste estudo, elencamos o seguinte objetivo geral: Identificar as características do subcampo dos brechós, considerando suas relações ou as aproximações aos capitais econômico, cultural, social e simbólico propostos por Pierre Bourdieu. Já os objetivos específicos configuram-se como: Relacionar os campos de publicidade e moda; Mapear as características do subcampo dos brechós; Compreender a relação das estratégias publicitárias dos brechós com os Capitais (econômico, simbólico, cultural e social); Refletir sobre as estratégias publicitárias utilizadas no subcampo dos brechós. A metodologia utilizada para dar conta dos objetivo é a cartografia apresentada por Deleuze e Guattari (1995) e Kastrup (2007), principalmente as fases de funcionamento atencional Rastreio, Pouso, Toque e Reconhecimento atento às quais associamos nossas etapas de pesquisa, respectivamente: discussão teórica; discussão teórica metodológica; coleta de dados e análise de dados. As discussões teóricas se deram através de Lipovetsky (1989), Bourdieu (2007 e 2013), Rocha (1985), Barnard (2003) e Bergamo (2007) e a coleta de dados por meio de questionários aplicados de forma online com donas de brechós de nove estados do Brasil e também da análise de perfis do Instagram e sites de brechós de referência nacional. Como resultados aponta-se principalmente que a relação entre publicidade e moda determina estas como dispositivos sociais que afetam a vida coletiva e configuram uma perspectiva mercadológica para o subcampo dos brechós. Como características do subcampo dos brechós podemos elencar que este é um empreendimento de mercado concreto recente, em expansão e lucrativo quando bem gerenciado. Sobre as relações das estratégias publicitárias com os capitais de Bourdieu conclui-se que economicamente estas visam economia e vantagens para as consumidoras. O capital cultural utiliza das referências que celebridades trazem consigo e de movimentos mercadológicos como “Novidades toda semana” para ativar nas consumidoras a segurança de comprar em uma loja que segue padrões. Já quando analisado socialmente, o subcampo dos brechós é menos expressivo, não possuindo tanto engajamento em grupos, o que parece girar em torno dos preconceitos socialmente aceitos sobre os brechós, que caracterizam estes como lugar de roupa velha e de defuntos. Sobre o capital simbólico podemos apontar que a associação dos brechós com marcas reconhecidas é a estratégia mais utilizada, vender roupas de grife por menos é o maior argumento. A respeito dos valores utilizados como estratégias de venda concluo que estes são principalmente mercadológicos, onde o capital econômico se sobressai. Além disso, a sustentabilidade apesar de ser o ponto de partida para a criação dos brechós não é o foco deste mercado, que não foca sua comunicação em torno dela e quando faz é de forma isolada, temática e modesta.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESporUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessBrechóEstratégiasPublicidadeModaSustentabilidadeThrift storeStrategiesAdvertisingFashionSustainabilityCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOBrechó virou moda? As estratégias publicitárias das marcas de moda de segunda mãoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPetermann, Julianahttp://lattes.cnpq.br/9049669566284488Marques, Camila da SilvaAndres, Fernanda Sagrilohttp://lattes.cnpq.br/1206463152615475Rosa, Taciana Escandiel de Lima6009000000086006006006006004949219a-1849-4b75-859b-4c05ec613ef7218a9270-0899-444e-9514-9a960f8dc5b738c3a9bc-80d7-47cc-babb-9f272331cf704745f221-b83d-41d8-bc23-fb9ffaf8d87ereponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGCOMUNICACAO_2023_ROSA_TACIANA.pdfDIS_PPGCOMUNICACAO_2023_ROSA_TACIANA.pdfDissertaçãoapplication/pdf17179438http://repositorio.ufsm.br/bitstream/1/30482/1/DIS_PPGCOMUNICACAO_2023_ROSA_TACIANA.pdf118adbbccdb1e34754c03853acde035bMD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.ufsm.br/bitstream/1/30482/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81956http://repositorio.ufsm.br/bitstream/1/30482/3/license.txt2f0571ecee68693bd5cd3f17c1e075dfMD531/304822023-11-13 08:06:38.629oai:repositorio.ufsm.br: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ório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestopendoar:39132023-11-13T11:06:38Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
title |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
spellingShingle |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão Rosa, Taciana Escandiel de Lima Brechó Estratégias Publicidade Moda Sustentabilidade Thrift store Strategies Advertising Fashion Sustainability CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
title_full |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
title_fullStr |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
title_full_unstemmed |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
title_sort |
Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão |
author |
Rosa, Taciana Escandiel de Lima |
author_facet |
Rosa, Taciana Escandiel de Lima |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Petermann, Juliana |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9049669566284488 |
dc.contributor.referee1.fl_str_mv |
Marques, Camila da Silva |
dc.contributor.referee2.fl_str_mv |
Andres, Fernanda Sagrilo |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/1206463152615475 |
dc.contributor.author.fl_str_mv |
Rosa, Taciana Escandiel de Lima |
contributor_str_mv |
Petermann, Juliana Marques, Camila da Silva Andres, Fernanda Sagrilo |
dc.subject.por.fl_str_mv |
Brechó Estratégias Publicidade Moda Sustentabilidade |
topic |
Brechó Estratégias Publicidade Moda Sustentabilidade Thrift store Strategies Advertising Fashion Sustainability CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Thrift store Strategies Advertising Fashion Sustainability |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This research focuses on general advertising and thrift stores, more specifically the analysis of advertising strategies used by thrift stores in southern Brazil. The following research problem was defined: What are the main advertising strategies used by thrift stores, considering economic, cultural, social and symbolic capital? And, to answer the question of this study, we list the following general objective: to identify the characteristics of the subfield of thrift stores, considering their relationships or approaches to the economic, cultural, social and symbolic capital proposed by Pierre Bourdieu. The specific objectives were configured as: Relating the fields of advertising and fashion; Map the characteristics of the thrift store subfield; Understand the relationship between thrift stores' advertising strategies and Capital (economic, symbolic, cultural and social); Reflect on the advertising strategy used in the subfield of thrift stores. The methodology used to achieve the objective is the cartography presented by Deleuze and Guattari (1995) and Kastrup (2007), mainly the attentional functioning phases Tracking, Landing, Touch and Attentive Recognition to which we associate our research stages, respectively: discussion theoretical; theoretical methodological discussion; data collection and data analysis. Theoretical discussions took place through Lipovetsky (1989), Bourdieu (2007 and 2013), Rocha (1985), Barnard (2003) and Bergamo (2007) and data collection through questionnaires applied online with thrift store owners from nine states in Brazil and also the analysis of Instagram profiles and national reference thrift store websites. As results, it is mainly pointed out that the relationship between advertising and fashion determines these as social devices that affect collective life and configure a marketing perspective for the subfield of thrift stores. As characteristics of the subfield of thrift stores, we can list that this is a recent concrete market enterprise, expanding and profitable when well managed. Regarding the relationship between advertising strategies and Bourdieu's capital, it can be concluded that economically they aim to save money and provide benefits for consumers. Cultural capital uses the references that celebrities bring with them and marketing movements such as “News every week” to give consumers the confidence to buy in a store that follows standards. When analyzed socially, the subfield of thrift stores is less expressive, not having as much engagement in groups, which seems to revolve around socially accepted prejudices about thrift stores, which characterize them as a place for old clothes and the dead. Regarding symbolic capital, we can point out that the association of thrift stores with recognized brands is the most used strategy, selling designer clothes for less is the biggest argument. Regarding the values used as sales strategies, I conclude that these are mainly marketing, where economic capital stands out. Furthermore, sustainability, despite being the starting point for the creation of thrift stores, is not the focus of this market, which does not focus its communication around it and when it does, it is in an isolated, thematic and modest way. |
publishDate |
2023 |
dc.date.accessioned.fl_str_mv |
2023-11-13T11:06:38Z |
dc.date.available.fl_str_mv |
2023-11-13T11:06:38Z |
dc.date.issued.fl_str_mv |
2023-09-28 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://repositorio.ufsm.br/handle/1/30482 |
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http://repositorio.ufsm.br/handle/1/30482 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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600900000008 |
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600 600 600 600 600 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Comunicação |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Comunicação |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
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