A gestão da imagem em comunicação institucional: uma análise de peças da Johnson & Johnson

• Autor(a) principal: Belancieri, Valeska Petek [UNESP]
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/155104; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2018-03-27/000878766.pdf
• topic: Relações publicas; Propaganda; Comunicação; Communication

This paper aims to describe how Institutional Advertising can contribute to creating and maintaining the Image of an organization. There are presented concepts related to Image and Institutional Communication, by bibliographic research in Communication and Public Relations field, as well as in Administration, Arts, Social Sciences and Marketing ones. Following, there is an example of their application through an organization chosen for the study: Johnson & Johnson. After presenting its management concepts and some brands, two pieces of advertisement are analyzed to understand Johnson's Baby Image positioning through time. The pieces were chosen due to their time gap (there are 23 years from the first one broadcasting to the second one) and the analysis criteria were Image, Text and Soundtrack categories. In short, the analysis signed that Johnson's Baby brand has maintained its positioning as a bond between mother and baby