OS ANOS 1960 E A CULTURA DO CONSUMO SOB A PERSPECTIVA DA PUBLICIDADE VOLKSWAGEN

• Ano de defesa: 2019
• Autor(a) principal: VALDÉS, MARCELO PATRICIO ALLENDES
• Orientador(a): Chiachiri Filho , Antônio Roberto
• Banca de defesa: Iahn , . Roberta Cesarino, Casaqu, Vander
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Comunicacao Social
• Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
• País: Brasil
• Palavras-chave em Português: publicidade; consumo; análise do discurso; contexto social; Volkswagen
• Palavras-chave em Inglês: advertising; consumption; speech analysis; social context; Volkswagen
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/1849

This research seeks to analyze how advertising reflects the social, economic, political and cultural context in which it is inserted - and how this context interferes in the conditions of creation -, as well as to verify how the theories that explain the motivations of human consumption are present in the persuasive language of this publicity. The study was limited to the 1960s, in Brazil, by means of some announcements issued by Volkswagen during that decade. Thus, we chose a combination of bibliographical research and discourse analysis. In its final result, the work shows that advertising works directly, indirectly and symbolically messages recognizable to the reader, considering the cultural characteristics of a social group, through a marketing discourse where consumption transfers identity, differentiation and feeling of progress.