Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mão

Detalhes bibliográficos
Autor(a) principal: Rosa, Taciana Escandiel de Lima
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Manancial - Repositório Digital da UFSM
dARK ID: ark:/26339/001300000ftg1
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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spelling Brechó virou moda? As estratégias publicitárias das marcas de moda de segunda mãoBrechóEstratégiasPublicidadeModaSustentabilidadeThrift storeStrategiesAdvertisingFashionSustainabilityCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOThis 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.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESA 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.Universidade Federal de Santa MariaBrasilComunicaçãoUFSMPrograma de Pós-Graduação em ComunicaçãoCentro de Ciências Sociais e HumanasPetermann, Julianahttp://lattes.cnpq.br/9049669566284488Marques, Camila da SilvaAndres, Fernanda SagriloRosa, Taciana Escandiel de Lima2023-11-13T11:06:38Z2023-11-13T11:06:38Z2023-09-28info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/30482ark:/26339/001300000ftg1porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2023-11-13T11:06:38Zoai:repositorio.ufsm.br:1/30482Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2023-11-13T11:06:38Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false
dc.title.none.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.none.fl_str_mv Petermann, Juliana
http://lattes.cnpq.br/9049669566284488
Marques, Camila da Silva
Andres, Fernanda Sagrilo
dc.contributor.author.fl_str_mv Rosa, Taciana Escandiel de Lima
dc.subject.por.fl_str_mv Brechó
Estratégias
Publicidade
Moda
Sustentabilidade
Thrift store
Strategies
Advertising
Fashion
Sustainability
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
topic Brechó
Estratégias
Publicidade
Moda
Sustentabilidade
Thrift store
Strategies
Advertising
Fashion
Sustainability
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.none.fl_str_mv 2023-11-13T11:06:38Z
2023-11-13T11:06:38Z
2023-09-28
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 http://repositorio.ufsm.br/handle/1/30482
dc.identifier.dark.fl_str_mv ark:/26339/001300000ftg1
url http://repositorio.ufsm.br/handle/1/30482
identifier_str_mv ark:/26339/001300000ftg1
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
Brasil
Comunicação
UFSM
Programa de Pós-Graduação em Comunicação
Centro de Ciências Sociais e Humanas
publisher.none.fl_str_mv Universidade Federal de Santa Maria
Brasil
Comunicação
UFSM
Programa de Pós-Graduação em Comunicação
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
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
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