A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes
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Data
2020-01-24
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Universidade Federal de Goiás
Resumo
This dissertation was intended to analyze the envious indications contained in some advertising
films in order to identify how the narrative presented indicates a perspective of similar social
classes. Innumerable questions guide this exploratory beginning when it comes to the activities
inherent to consumption in modern and postmodern life. Communication in its cultural context
works with information collected by the behavioral aspects identified in its possible consumers, so
the media works in the perspective of these social representations to be able to send their messages.
From an economic point of view, many ideas emerge to originate these elements of visibility of the
social use of consumer goods such as conspicuous consumption theory (VEBLEN, 1983). Several
studies work on consumption from the point of view of distinction or to satisfy narcissistic desires,
as in Bourdieu (2017) or Lipovetsky (1989) respectively, but analysis on the subject who has
already consumed predominates. This research proposes to change the look for the observer
individual, whose consumption may be viable or not. To this end, a bibliographic study was carried
out on the concepts of each proposed phenomenon to later observe the advertising films through
frames that were collected. Thus, an image analysis was carried out from the points of similarity
between the campaigns, such as, for example, the bias of the skewed look (ALBERONI, 1996),
based on the grouping of images entitled Atlas Mnemosyne that was created by Aby Walburg and
used by Didi-Huberman (2013). Finally, it was possible to understand the narrative worked on in
the ad and identify the context of envy from the point of view of similar social classes through the
acquisition of durable and non-durable consumer goods.
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Comunicação , Consumo , Publicidade , Inveja , Classes sociais , Communication , Consumption , Publicity , Envy , Social classes
Citação
BARBOSA, Karen Muzany Pereira Dias. A inveja nos filmes publicitários da Fiat e Boticário utilizando o contexto de classes sociais semelhantes. 2020. 88 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2020.