O valor pedagógico da publicidade : uma reflexão sobre comunicação e consumo a partir de anúncios do iPhone no YouTube

• Ano de defesa: 2018
• Autor(a) principal: Bezerra, Beatriz Braga
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Carrascoza, João Luís Anzanello, Hoff, Tânia Márcia Cezar, Trindade, Eneus, Covaleski , Rogério
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; publicidade; valor pedagógico; iPhone; Apple
• Palavras-chave em Inglês: communication and consumption; advertising; pedagogical value; iPhone; Apple
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/434

Considering the breadth and diversity that make up the contemporary virtual scene and the spreading of different marketing communication practices in this field, the present research aims to investigate how advertising strategies use pedagogical mechanisms in videos shared in digital environments. In order to characterize this practice and highlight relevant aspects, the secondary objective is the conceptual delimitation of the pedagogical value of advertising and, as a third objective, the construction of categories that group advertisements by taking into account their recurring persuasive themes and arguments. To achieve these goals, we selected advertising videos of the Apple brand as an object of analysis, most notably its leading product iPhone, released on the national channel of the company on the digital social network YouTube between May 2016 and May 2017. We adopted a multi-methodological approach composed of theoretical references, selection and treatment of the object of study, empirical analysis and propositional writing of critical-reflexive notes and final considerations. Within the theoretical scope of the research, we highlight authors such as André Lemos, Everardo Rocha, Gisela Castro, João Anzanello Carrascoza, João Freire Filho, José Luiz Aidar Prado, Lucia Santaella, Maria Aparecida Baccega, Mike Featherstone, Paula Sibilia, Raquel Recuero, Roger Silverstone, Rogério Covaleski, among other equally relevant names.