A comunicação publicitária da marca Havaianas: tribos e tótens para a crítica das massas

• Ano de defesa: 2008
• Autor(a) principal: Moraes, Helena Peixoto S.
• Orientador(a): Castro, Maria Helena Steffens de
• 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: PUBLICIDADE; COMUNICAÇÃO; MARKETING; MARCAS
• Link de acesso: http://hdl.handle.net/10923/2015

This work sets out to define an approach to mass consumption products advertising, focusing on three campaigns for Sandálias Havaianas. First, it examines concepts such as communication, advertising, brand, identity of people and groups, approaching also to the technical procedures of advertising. Through the discourse analysis of Patrick Charaudeau and fundaments of Michel Maffesoli theories, this survey conducts an the tools and strategies employed in advertising discourse development, toward the construction of brands, trying to understand the creation of meanings and symbolisms that surround its image, and comparing it to primitive societies totems.