Detalhes bibliográficos
Ano de defesa: |
2011 |
Autor(a) principal: |
Malacrida, Roberto
 |
Orientador(a): |
Tarsitano, Paulo Rogério
 |
Banca de defesa: |
Gonçalves, Elizabeth Moraes
,
Giacomini Filho, Gino
 |
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: |
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Palavras-chave em Inglês: |
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Área do conhecimento CNPq: |
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Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/613
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Resumo: |
The connection established between the advertisements in the print magazine and the youth of so-called Generation Y is the main focus of this work. These young people, born between 1980 and mid-90s, in the twentieth century, developed together with the new communication technologies have grown up with a computer connected to the Internet world with your mobile phone and interactive games, but still being harassed by magazines. In order to better understand this connection, how Gen Y behaves in the face of advertising and see if there is a pattern of use among these young people were conducted exploratory research in primary and secondary sources supplemented by a descriptive study conclusive. After a review of the literature dealing with the concepts of generation to the profile of Generation Y, and a historical analysis of the media magazine, conducting applied research in the form of focus groups and a descriptive study allowed us to conclude that there is a survival for the print magazine, and for a long time. Aspects such as tangibility, portability and tradition are the pillars that ensure solid reliability at a magazine for young people of Generation Y, overlapping with the electronic media, volatile and unreliable for them. |