As (I)materialidades do consumo: um estudo sobre as estratégias discursivas da marca Apple na sociedade de consumo

Detalhes bibliográficos
Ano de defesa: 2011
Autor(a) principal: Kiss, Ellen lattes
Orientador(a): Carrascoza, João Luiz Anzanello lattes
Banca de defesa: Hoff, Tania Marcia Cezar lattes, Fontenelle, Isleide Arruda lattes
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
Departamento: Comunicação
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede2.espm.br/handle/tede/97
Resumo: The research project proposes an investigation into the production of meaning through brands and their respective media discourse and communication strategies in the context of immateriality, in which the symbolic, aesthetic and social value of the product outweighs its practical use. The study have the objective to understand the trajectory of the meaning embedded in society by the brands through their discourses and to identify the historical moment of the rupture between the actual object, material and its immaterial construction. The Apple brand was chosen as the corpus, once it went through a transition process from material to immaterial identity, encompassing their media discursive strategies propagated in the period of 1970 to 2010. The methodology was to survey the theoretical understanding of the issues to be discussed in the study: consumption, brand discourse, immateriality, brand and design. As a result, we defined a selection of the corpus to be analyzed, based on two movements Retoric Constructions of Carrascoza and the Semiotic Map of Andrea Semprini.