Como as marcas influenciam na estruturação psíquica do ser humano: uma visão sobre a rede de fast food Mcdonald's

• Ano de defesa: 2013
• Autor(a) principal: Jahnke, José Ricardo Riambau
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; BR; Psicologia; UFSM; Programa de Pós-Graduação em Psicologia
• Palavras-chave em Português: Fenômenos transicionais; Princípio de realidade; Princípio de prazer; Transitional phenomena; Reality principle; Pleasure principle; CNPQ::CIENCIAS HUMANAS::PSICOLOGIA
• Link de acesso: http://repositorio.ufsm.br/handle/1/10335

This master s dissertation comes to meet with our concerns about how is the phenomenon of adherence to brands in behalf of other social valuations traditionally accepted and anchored in the personal skills to interact with their peers than by dictates artificially constructed. We un-derstand that to achieve this goal is to start from a historicity of how a brand is does exist for both chose Network Fast Food McDonald's because of it being positioned as a leading pro-vider of the world's food and have about seventy years of existence. To build our theoretical model we rely primarily on the teachings of psychoanalytic Winnicott and Melanie Klein for the initial training of the human psyche. They argue about the importance of relationships and primal as a sufficiently good environment becomes important to healthy human psychic makeup. We spend the following to influences coming from the food traditions and their complementarity to the structure of the sense of belonging in human identity. Then explore how technological changes in food preservation, resulting in the last century, caused profound changes in human commensal references. Finally we enter the magical world of advertising and how these disciplines, over time, became the major guiding environmental changes more profound and fruitful unprecedented in human civilization. These changes were made primari-ly through the deconstruction of the way of realizing the needs to live well. The dictates is given by the imperative of disposal of products now produced on a large scale. Through this consumerist bias noised, we move from a world guided by the principle of reality where the individual is held to be, to another, now headed by the pleasure principle, where one relativiz-es their existence seem like something that has been mediated by the media, this new modus vivendi everything should be easy and pleasurable to have value.