SUSTENTABILIDADE E RESPONSABILIDADE SOCIAL : TRANSFORMAÇÕES CULTURAIS NA MENSAGEM PUBLICITÁRIA

Detalhes bibliográficos
Ano de defesa: 2010
Autor(a) principal: Carrilho, Kleber Nogueira lattes
Orientador(a): Faro, José Salvador lattes
Banca de defesa: Gonçalves, Elizabeth Moraes lattes, Tarsitano, Paulo Rogério lattes, Giacomini Filho, Gino lattes, Carrascoza, João Amanello lattes, Alves, Maria Leila
Tipo de documento: Tese
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/924
Resumo: In recent decades, the discourse of sustainability and environmental responsibility have become much present in advertising in Brazil. Currently, several brands and products include in their messages issues like the environment, responsible consumption and social concern. The hypothesis is that the cultural changes occurring in society lead to this trend, without an exclusive relationship with an economic discourse. Then, the advertisement messagens are developed to provide opportunity campaigns, conceptual products and militant organizations. The objective of this research was to study the characteristics of the texts of the campaigns and watch the scene that influences the construction of the advertisement of various economic sectors, analyzing how discourses are related to business models and sustainable practices.