Detalhes bibliográficos
| Ano de defesa: |
2006 |
| Autor(a) principal: |
Perrupato, Lu??s Carlos
 |
| Orientador(a): |
Acevedo, Cl??udia Rosa
|
| Banca de defesa: |
Ramuski, Carmen L??dia
,
Nohara, Jouliana Jordan
|
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Nove de Julho
|
| Programa de Pós-Graduação: |
Programa de P??s-Gradua????o em Administra????o
|
| Departamento: |
Administra????o
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://bibliotecatede.uninove.br/tede/handle/tede/595
|
Resumo: |
The research approaches the issue of attitudes, more specifically, the beliefs and feelings of the consumer, with regard to the advertisement. For that, it was sought know the advertisement concepts, of attitudes, its components that were nearer to the objective of the research. The attitudes toward the advertisement that were more present in the literature researched were: incredulity, credibility, damage, positive and negative feelings; feelings of pleasure, enrapturing (warm), and skepticism. It was also identified that the materialistic attitude is a strong influence indicator for consumerism. Moreover, the misleading advertising showed itself harmful to the individuals in general, and particularly to the children, who are more susceptible. The methodology applied was the exploratory research, through bibliographical survey. |
