Jogo de identidades: a configuração publicitária de anunciantes e consumidores
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/6324 |
Resumo: | This research aims at examining in what ways brands configure their consuming public's identity via advertising in the contemporary context. For that, it departs from observing the adverts from both competitor brands over the same period of time: the ones from Coca-Cola and the ones from Pepsi. Considering that the main product offered by those brands - soda - is very similar, sold at identical prices and whose flavour is sometimes indistinguishable for the consumer, it seems pertinent to propose the hypothesis that what determines consumption of a certain brand as opposite to the other is related to the way of characterisation and interpolation of consumers, engraved in those brands's adverts, which, in a certain manner, interferes in the choices made by individuals. Such configuring elements of the consumers's image projected by the company would have the capacity to allow sudden identification of individuals aimed at by one of the brands - and not the other. Thus, this research's main objective is to comprehend the relations that are established by brands and their public as from the observation of televisual commercials vehicled by the before-mentioned companies. So that we can better visualise such a relation, we have defined the following specific objectives: (1) analyse discursive strategies employed in televisual adverts for brand and offered product characterisation; (2) identify values put on the agenda by those brands to interpolate the consumer; (3) look for configuring threads of the consuming public summoned by both brands in their interpolation process; (4) verify configuration of the consumption surroundings of those products proposed by commercials (elements and/or situations which involve type/habit of consumption), looking forward to better understanding the public in question. The analysis's steps include: (a) description of different Coca-Cola and Pepsi televisual adverts selected to compose our research corpus; (b) identification of themes and values involved in those texts; (c) examining of manipulating figures and discursive strategies employed in the narratives; (d) description of brand discursive configuration, of consuming public and of surroundings in which that consumption occurs (procedures of figurativisation, actoralisation, spacialisation, temporalisation and tonalisation). Employed methodology is inspired by discursive semiotics developed by the Greimasian group. |
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Jogo de identidades: a configuração publicitária de anunciantes e consumidoresIdentity play: configuration advertising of advertisers and consumersPublicidade televisualConfiguração da identidade das marcas (Coca-Cola e Pepsi)Configuração do público consumidorTelevisual advertisementBrand identity configuration (Coca-Cola and Pepsi)Consuming public configurationCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOThis research aims at examining in what ways brands configure their consuming public's identity via advertising in the contemporary context. For that, it departs from observing the adverts from both competitor brands over the same period of time: the ones from Coca-Cola and the ones from Pepsi. Considering that the main product offered by those brands - soda - is very similar, sold at identical prices and whose flavour is sometimes indistinguishable for the consumer, it seems pertinent to propose the hypothesis that what determines consumption of a certain brand as opposite to the other is related to the way of characterisation and interpolation of consumers, engraved in those brands's adverts, which, in a certain manner, interferes in the choices made by individuals. Such configuring elements of the consumers's image projected by the company would have the capacity to allow sudden identification of individuals aimed at by one of the brands - and not the other. Thus, this research's main objective is to comprehend the relations that are established by brands and their public as from the observation of televisual commercials vehicled by the before-mentioned companies. So that we can better visualise such a relation, we have defined the following specific objectives: (1) analyse discursive strategies employed in televisual adverts for brand and offered product characterisation; (2) identify values put on the agenda by those brands to interpolate the consumer; (3) look for configuring threads of the consuming public summoned by both brands in their interpolation process; (4) verify configuration of the consumption surroundings of those products proposed by commercials (elements and/or situations which involve type/habit of consumption), looking forward to better understanding the public in question. The analysis's steps include: (a) description of different Coca-Cola and Pepsi televisual adverts selected to compose our research corpus; (b) identification of themes and values involved in those texts; (c) examining of manipulating figures and discursive strategies employed in the narratives; (d) description of brand discursive configuration, of consuming public and of surroundings in which that consumption occurs (procedures of figurativisation, actoralisation, spacialisation, temporalisation and tonalisation). Employed methodology is inspired by discursive semiotics developed by the Greimasian group.Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorA presente pesquisa propõe-se a examinar de que maneira as marcas configuram a identidade do seu público consumidor via publicidade no contexto contemporâneo. Para tanto, parte da observação das ofertas publicitárias de duas marcas concorrentes em período simultâneo: as da Coca-Cola e da Pepsi. Considerando que o principal produto oferecido por essas marcas, o refrigerante, é bastante similar, com preços idênticos e diferença de sabor às vezes imperceptíveis para o consumidor, parece pertinente a hipótese de que o que determina o consumo de uma marca em detrimento da outra está relacionado à forma de caracterização e interpelação do consumidor, inscrita nas campanhas publicitárias dessas marcas, que, de certa forma, passa a interferir nas escolhas feitas pelos sujeitos. Tais elementos configuradores da imagem dos consumidores projetada pela empresa teriam a capacidade de possibilitar a pronta identificação dos sujeitos visados com uma das marcas e não com a outra. Assim, o objetivo central da investigação é a compreensão das relações que se estabelecem entre as marcas e seus públicos, a partir da observação de comerciais televisuais veiculados pelas referidas empresas. Para que se possa melhor visualizar tal relação, definiram-se os seguintes objetivos específicos: (1) analisar as estratégias discursivas empregadas nas publicidades televisuais para a caracterização da marca e produto ofertado; (2) identificar os valores colocados em pauta por essas marcas para interpelar o consumidor; (3) buscar os traços configuradores da identidade do público consumidor convocado pelas duas marcas em seu processo de interpelação; (4) verificar a configuração do entorno de consumo desses produtos propostos pelos comerciais (elementos e/ou situações que envolvem o tipo/hábito de consumo), com vistas a melhor compreender o público visado. As etapas de análise compreendem: (a) a descrição das diferentes publicidades televisuais das marcas Coca-Cola e Pepsi selecionadas para comporem o corpus da pesquisa; (b) a identificação dos temas e valores envolvidos nesses textos; (c) o exame das figuras de manipulação e das estratégias discursivas empregadas nas narrativas; (d) a descrição das configurações discursivas da marca, do público consumidor e do entorno em que se dá esse consumo (procedimentos de figurativização, actorialização, espacialização, temporalização e tonalização). A metodologia adotada inspira-se na semiótica discursiva desenvolvida pelo grupo greimasiano.Universidade Federal de Santa MariaBRComunicaçãoUFSMPrograma de Pós-Graduação em ComunicaçãoDuarte, Elizabeth Bastoshttp://lattes.cnpq.br/3200128190656063Castro, Maria Lilia Dias dehttp://lattes.cnpq.br/8927752518456308Carvalho, Cristiane Mafaciolihttp://lattes.cnpq.br/5911643565657962Strassburger, Damaris2012-12-032012-12-032012-04-16info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfSTRASSBURGER, Damaris. Identity play: configuration advertising of advertisers and consumers. 2012. 205 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012.http://repositorio.ufsm.br/handle/1/6324porinfo:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2022-08-19T17:49:31Zoai:repositorio.ufsm.br:1/6324Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2022-08-19T17:49:31Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores Identity play: configuration advertising of advertisers and consumers |
title |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
spellingShingle |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores Strassburger, Damaris Publicidade televisual Configuração da identidade das marcas (Coca-Cola e Pepsi) Configuração do público consumidor Televisual advertisement Brand identity configuration (Coca-Cola and Pepsi) Consuming public configuration CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
title_full |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
title_fullStr |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
title_full_unstemmed |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
title_sort |
Jogo de identidades: a configuração publicitária de anunciantes e consumidores |
author |
Strassburger, Damaris |
author_facet |
Strassburger, Damaris |
author_role |
author |
dc.contributor.none.fl_str_mv |
Duarte, Elizabeth Bastos http://lattes.cnpq.br/3200128190656063 Castro, Maria Lilia Dias de http://lattes.cnpq.br/8927752518456308 Carvalho, Cristiane Mafacioli http://lattes.cnpq.br/5911643565657962 |
dc.contributor.author.fl_str_mv |
Strassburger, Damaris |
dc.subject.por.fl_str_mv |
Publicidade televisual Configuração da identidade das marcas (Coca-Cola e Pepsi) Configuração do público consumidor Televisual advertisement Brand identity configuration (Coca-Cola and Pepsi) Consuming public configuration CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
topic |
Publicidade televisual Configuração da identidade das marcas (Coca-Cola e Pepsi) Configuração do público consumidor Televisual advertisement Brand identity configuration (Coca-Cola and Pepsi) Consuming public configuration CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This research aims at examining in what ways brands configure their consuming public's identity via advertising in the contemporary context. For that, it departs from observing the adverts from both competitor brands over the same period of time: the ones from Coca-Cola and the ones from Pepsi. Considering that the main product offered by those brands - soda - is very similar, sold at identical prices and whose flavour is sometimes indistinguishable for the consumer, it seems pertinent to propose the hypothesis that what determines consumption of a certain brand as opposite to the other is related to the way of characterisation and interpolation of consumers, engraved in those brands's adverts, which, in a certain manner, interferes in the choices made by individuals. Such configuring elements of the consumers's image projected by the company would have the capacity to allow sudden identification of individuals aimed at by one of the brands - and not the other. Thus, this research's main objective is to comprehend the relations that are established by brands and their public as from the observation of televisual commercials vehicled by the before-mentioned companies. So that we can better visualise such a relation, we have defined the following specific objectives: (1) analyse discursive strategies employed in televisual adverts for brand and offered product characterisation; (2) identify values put on the agenda by those brands to interpolate the consumer; (3) look for configuring threads of the consuming public summoned by both brands in their interpolation process; (4) verify configuration of the consumption surroundings of those products proposed by commercials (elements and/or situations which involve type/habit of consumption), looking forward to better understanding the public in question. The analysis's steps include: (a) description of different Coca-Cola and Pepsi televisual adverts selected to compose our research corpus; (b) identification of themes and values involved in those texts; (c) examining of manipulating figures and discursive strategies employed in the narratives; (d) description of brand discursive configuration, of consuming public and of surroundings in which that consumption occurs (procedures of figurativisation, actoralisation, spacialisation, temporalisation and tonalisation). Employed methodology is inspired by discursive semiotics developed by the Greimasian group. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-03 2012-12-03 2012-04-16 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
STRASSBURGER, Damaris. Identity play: configuration advertising of advertisers and consumers. 2012. 205 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012. http://repositorio.ufsm.br/handle/1/6324 |
identifier_str_mv |
STRASSBURGER, Damaris. Identity play: configuration advertising of advertisers and consumers. 2012. 205 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
url |
http://repositorio.ufsm.br/handle/1/6324 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria BR Comunicação UFSM Programa de Pós-Graduação em Comunicação |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria BR Comunicação UFSM Programa de Pós-Graduação em Comunicação |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
_version_ |
1805922154125983744 |