Era uma vez... os contos de fadas na publicidade: melissa em busca de uma narrativa com final feliz
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Data
2008
Autores
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Federal de Goiás
Resumo
The Fairy Tales are classics of Children’s books that cross centuries, frontiers and languages
reproducing subjects and characters in the lives of most children, as well as interfering in
adult’s world. This genre of Literature has particular elements to reach its targets. It can reach
their pre-conscious or even unconscious mind level to help them dealing with internal
conflicts. It is possible to note how the Fairy Tales exceeds the pages of books, rewriting their
narratives in other formats, reorganizing languages and characters according to the time they
are insert. And so, they take part in the imaginary of children, adolescents and adults and
became an inspiration, in particular way, to the communication process. This process
often appeals to culturally deep-rooted elements, which facilitates the identification between
the public and what is communicated. The symbolic language does not perform only a
marketing function in advertising campaigns. Besides, it performs a cultural function with its
target. Then, the aim of this assignment is questioning which elements remain and which are
modified to fit in with the advertising objectives of this appropriation. As long as inquire if
these adaptations reinforce the creation of a magical universe in which blends imagination,
fantasy and reality in the consumption process. Thus, the Little Red Riding Hood, the Snow
White, Cinderella and Rapunzel can wear short skirts and have a more impudent behavior in
order to relate to its teenage target. This public recognizes itself in the advertising narrative
universe through a brand or a product in order to satisfy the desire to possess the “magical
object” that assures the entrance in this idealized world. In this way, both narratives are
sources of social representation that appeals exclusive tools to capture the attention and
interest. Another aim will be doing our utmost to verifying if from the union of these tools,
results a narrative that finds an easier access to the consumer desire. There is also a try to
understand if the typical moral of the Fairy Tales influences the organization of sense of the
advertising narrative. This way, these narratives can pass from the "Once Upon a Time ...” for
the happy ending, which is, in parts, perceptible in the recurrence of the appropriation
phenomenon of this subject by Advertising.
Descrição
Palavras-chave
Narrativas, Contos de fadas, Linguagem publicitária, Marca/produto, Adolescentes, Narratives fairy tale, Advertising Language, Brand/product, Adolescents
Citação
BORGES, Andressa Cunha Martins. Era uma vez... os contos de fadas na publicidade: melissa em busca de uma narrativa com final feliz. 2008. 102 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2008.