O Jingle publicitário e sua curva de importância no contexto da comunicação de mercado

Detalhes bibliográficos
Ano de defesa: 2011
Autor(a) principal: Souza, Kleber Mazziero de lattes
Orientador(a): Galindo, Daniel dos Santos lattes
Banca de defesa: Barros, Laan Mendes de, Gracioso, Alexandre
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Metodista de São Paulo
Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
Departamento: Processo Comunicacionais
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: http://tede.metodista.br/jspui/handle/tede/612
Resumo: The paper discusses the role of the musical element, the Jingle, within the framework of the advertising piece commonly called "commercial". In an attempt to investigate the premise that the Jingle lost significant importance in Digital Media s Age in comparison to advertising messages conveyed on twentieth century´s end by Radio and Television, the methodological techniques were applied Content Analysis, in search of measure and point out the significant decrease in the mean time for the Jingle in Digital Media s Age advertising pieces and Discourse Analysis, which allowed measuring the depletion in the use of language features structuring the musical-literary discourse of Jingle throughout the first decade twenty-first century Brazilian advertising. After the evaluation of quantitative and qualitative parameters of the production of Jingle in Digital Media s Age, the paper concludes that there was, in fact, waste of space and importance, and the Jingle, who has held the starring role, is now an supporting role within the communicational process with the market.