A construção de significados dos calçados para meninas dos 8 aos 12 anos

• Ano de defesa: 2010
• Autor(a) principal: Popien, Márcia Budke
• Orientador(a): Sampaio, Cláudio Hoffmann
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; MARKETING; CONSUMO - ASPECTOS SOCIAIS; PROPAGANDA; CRIANÇAS; CALÇADOS
• Link de acesso: http://hdl.handle.net/10923/1183

In the Marketing research context, the relation between the consumption habits and the meanings attributed to the consumed goods, as weel as the ritual role played in this process, have been challenging researchers. In the construction and meaning transference area, one of the most applicable models has been the McCracken one (1986), which establishes that the significance moves from the culturally constituted world to the goods, and from these to their consumers through rituals. So, this study aims to understand the significance construction process, emphasizing the role of television in this context, concerning especially the consumption of children’s shoes. As a matter of fact, television has been the medium which concentrates the largest sum of money for publicity, the infantile public included. That’s why this inquiry stresses the Advertising System (McCracken, 1986), and analyzes the television function in building significance of shoes to the infantile public. In the Publicity System perspective, this investigation made in-depth interviews with the marketing professionals responsible for the Hello Kitty brand television campaign as much as with those shoes’ consumers and their mothers. The contents of the investigation were defined by an exploratory qualitative search with girls aged 8 to 12, consumers of Hello Kitty shoes, a brand licensed for Brasil by Grendene.Since the aim was to evaluate the constructive relations between the brand representation meanings relatively to those appropriated by the consumers, three purposes of signification were identified by the publicity agency involved in the advertising campaign: fashion; group belonging; and self-style. Five meanings attributed to the use of the brand name were identified among the consumers: attitude, childhood; friend/popular;fashion; and self-style. The research results point to the fact that it seems not to be possible to exert a total control on the meanings which will be transferred to the product. Although marketing professionals rely on research, know their target-public well and make efficient use of tools to represent meanings in TV commercials, consumers can nevertheless confer those commercials meanings not entirely foreseen. In fact, television is not the only transmitter children use to get information and define their consumption preference on infant shoes. So, the present research tried to register the target-public reaction, highlighting their autonomy on assimilating new significations, independently of those which are the brand name purpose.