A cromaticidade na publicidade de cosméticos femininos nas décadas de 1960 até a atualidade

Detalhes bibliográficos
Ano de defesa: 2015
Autor(a) principal: Peixoto, Elaine Cristina Andreotti lattes
Orientador(a): Ferrara, Lucrecia D'Alessio
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Pontifícia Universidade Católica de São Paulo
Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
Departamento: Comunicação
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://tede2.pucsp.br/handle/handle/4687
Resumo: It is known that the " colors and their applications" on advertising are carried out in order to cause in the receiver / consumer reactions that result in consuming the product advertised and arouse passions or dreams. Many studies have been undertaken to analyze the effect of the structure of advertisements and language in their receivers . However , most of them does not address specifically the influence of chromaticity or its relation to the context and the sociohistorical and cultural conditions in which they were produced and how this influence reaches the consumer. For this reason and in order to develop an understanding of advertising and its expansion in Brazil , it is necessary to contextualize it , some relevant facts occurred in Brazil and the world, the years from 1960 to 2014. The study object of this dissertation is to understand the relationship between color and advertising , color and society , color and history, that is , as the realization of these compositions , build our history , our way of looking at society and consume their goods : if the female cosmetics . From a methodological point of view, a qualitative analytical and comparative study was conducted , based on examples or case studies collected in print and / or digital media, collected in monthly periodicity of magazines and their websites