IMPÉRIO DO IMEDIATO: A URGÊNCIA COMO ARGUMENTO DE VENDAS NA COMUNICAÇÃO MERCADOLÓGICA

• Ano de defesa: 2011
• Autor(a) principal: Kuhn, Martin
• Orientador(a): Galindo, Daniel dos Santos
• Banca de defesa: Peruzzo, Cicília M. Krohling , Bueno, Wilson da Costa, Trivinho, Eugênio Rondini, Carrascoza, João Luís Anzanello
• 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: Comunicação de mercado, urgência, sociedade de consumo, imediatismo, publicidade
• Palavras-chave em Inglês: Market communication, urgency, consumer society, immediacy, advertising.
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/609

This thesis analyzes the relationship of market communication with the obsession for immediacy present in contemporary social culture and manifested in advertising. We live in a society marked by intense consumption in real time and not restricted by distances. To keep alive this pace of consumption, companies try to stimulate the market through a type of advertising that incorporates in its language features of urgency and immediacy observed and extracted from society. From a social perspective, this thesis discussed the presence of the time element in contemporary life and its appropriation by marketing communication. The research developed based on the method of content analysis studied more than three hundred television commercials and about two hundred printed advertisements which presented solid evidence of this appropriation of the culture of urgency and immediacy by market communication. This emphasis on the urgent and on the immediate strengthens and stimulates the existing social model. In other words, the sum of a lifestyle that worships speed with the presence of such elements in the market communication contributes to the promotion of a dictatorship of the now, based on the promise of instant gratification. These elements that characterize contemporary society are, from the commercial point of view, effectively appropriated by market communication as this contemporary social condition, when transformed into selling points, contributes to cause a state of harmony with the consumer s cognitions.