Detalhes bibliográficos
| Ano de defesa: |
2013 |
| Autor(a) principal: |
Hasse, Raphael Czinczel de Vasconcellos
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| Orientador(a): |
Costa, Rogério da |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
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| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
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| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Comunicação e Semiótica
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| Departamento: |
Comunicação
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| País: |
BR
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| 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: |
https://tede2.pucsp.br/handle/handle/4545
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Resumo: |
The main objective of this work is to reveal how brands give meaning to consumption by using mythological narratives in their communication strategy. When they multiply statements in communication, they insinuate thousands of potential universes and become the most impressive creation machine of collective human imaginary. At the same time, in the middle of a contemporary subjectivity crisis, it is also being discussed the human being singularity process. Therefore, this study has the communication targeted for consumption as object, and will analyse how expressions affect the desiring being as a receptor of produced subjectivity; it will identify how brands appropriate mythological aspects of narratives in the communication strategy; and finally, it will investigate the consumption as a ritual that links the reality with the virtual world proposed in advertising communication. Authors such as Guattari and Deleuze are being referenced in order to explain the singularity concept and the contemporary subjectivity crisis we are living in. After linking them with an explanation towards the concept of desire, it will be understood the structure of mythological narratives. By means of Campbell and Eliade it will be seen how symbolic expressions still have the power to bring meaning to day-to-day life. Ultimately, it will be explained how brands use mythological devices to influence people in their daily consumption decisions; how brands take their own products to territorialize their conceptual universe and how they create a ritual mechanism to link reality and potentiality affecting and being affected by human being |
