SPACE, FAMILY AND WORK: the advertisement of a country under transformation

• Autor(a) principal: Pompeu, Bruno
• Data de Publicação: 2016
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Observatório
• Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/2368
• topic: Consumption; Marketing; advertising; segmentation; semiotics; Consumption; Marketing; advertising; semiotics; segmentation; Consumo; Marketing; Publicidad; segmentación; semiótica; Consumo; Marketing; Publicidad; segmentación; semiótica; Consumo; Marketing; Publicidade; Segmentação; Semiótica; Consumo; Marketing; Publicidade; Segmentação; Semiótica

  The immense transformations that Brazil has undergone in the last decade - connected, as it is known, to the consumption - have brought great challenges to marketing and advertising. This paper intends to discuss, from an interpretive look, how this new socio-cultural panorama has manifested itself in terms of sign in the Brazilian advertising, subverting basic issues such as demographic segmentation and positioning. From the analytical perspective of semiotics along with the theoretical references of the anthropology of consumption, we examine how the imaginary of the elite and the popular unfold in the current Brazilian advertising, delimiting two worlds that complete one another, between which transitions are allowed and from which maybe we can understand the dynamics of the contemporary consumption.