O imaginário simbólico das marcas: uma investigação hermenêutica sobre as empresas do segmento de bebidas estimulantes

• Ano de defesa: 2020
• Autor(a) principal: Damazio, Lucas Pereira
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Imaginário; Marcas; Pós-modernidade
• Link de acesso: https://repositorio.animaeducacao.com.br/handle/ANIMA/3364

Using the perspective of authors like Maffesoli (1996), Lipovetsky (2007) e Semprini (2010), this research aims to comprehend the post-modernity, the current social, economic, and cultural moment as an ephemeral, hedonist society that establishes itself with each passing day, through stimulating institutions of consumption and enjoyment — the brands. Nowadays, we are aware that these companies distribute images, suggest customs, and instigate specific emotions on consumers in order to increase their profitability and market performance. In this regard, the study presented here intends to identify how the imaginary of the main energy drinks’ brands in the world — a Burn Energy Drink, a Monster Energy e a Red Bull Energy Drink — is constituted, as well to examine which image subsides are determinative for the construction of a symbolic universe around their products and services. Starting from an investigative practice named myth/elementary supported by the Imaginary Theory, whose analysis methodology used was the symbolic hermeneutics, we sook to analyze the symbols, archetypes, myths, rites, and the elemental force of each one of those brands. For that matter, we considered their particularities, market positioning, and different materials of publicizing (magazine and newspaper announcements, television and internet commercials, promotional events, pieces of external media, and advertising campaigns). After the method application, during the hermeneutic analysis, we identified that Burn Energy Drink is an igneous brand, permeated by a seductive imaginary that is powered by the means of images of power and sensuality, both stimulating libertinism routines; the Monster Energy is the brand with a dark liquidity, a grim imaginary capable of attracting the consumer to get into an obscure, heavy dimension brimful with beasts and other monstruosities; and Red Bull Energy Drink is an Aeolian brand, with movement and spontaneity, founder of a mild, easy-going, entertaining imaginary, inductor of naughtiness and freedom. Therefore, it was also detected that those brands, which are references in their segment, are not only selling their products, but something bigger and more seductive, less palpable and more subjective: their own imaginaries. In other words, symbolic temples that start to reside in their consumers’ minds, generating a physical, sentimental, and even spiritual connection.