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Marcas e Cultura : um modelo de análise da relevância cultural das marcas com base nas suas publicidades
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Orientador(es)
Resumo(s)
Agregar um significado para uma marca ou um produto que desperte o interesse e o
desejo dos consumidores não é uma tarefa fácil em um mundo que nos sobrecarrega todos os
dias com tantas informações. Porém, algumas marcas se tornam bem-sucedidas quando
constroem narrativas com elementos-chave que chamam a nossa atenção e conseguem, muitas
vezes de forma até inconsciente, ressignificar os objetos que compramos e usamos,
transformando-se em símbolos culturais.
Com esse cenário em vista, o primeiro objetivo deste trabalho de projeto é analisar a
cultura e a comunicação enquanto uma rede de significados e ideologias que se retroalimenta,
destacando como as marcas e as suas campanhas publicitárias são influenciadas, mas também
influenciam o comportamento das pessoas à medida que reafirma valores e crenças que são
partilhados dentro de uma sociedade. Dessa forma, o segundo e principal objetivo é desenvolver
um modelo de análise de publicidades que consiga auxiliar profissionais das áreas de
Comunicação e Marketing a tomar decisões mais sábias em suas estratégias de comunicação e
construir marcas que não são apenas fortes em vendas, mas são também sinônimos de
admiração por parte dos consumidores.
O modelo de análise desenvolvido neste trabalho é baseado principalmente nos
conceitos de Signo Publicitário (Volli, 2003/2004), Mito (Barthes, 1957/1987), Branding
Cultural (Holt, 2004/2005), Estratégia Cultural (Cameron e Holt, 2010) e Arquétipos de Marca
(Mark e Pearson, 2001/2012), entre outros.
Assigning meaning to a brand or a product that sparks the interest and desire of consumers is no easy task in a world that overloads us daily with so much information. However, some brands become successful when they build narratives with key elements that capture our attention and manage, often even unconsciously, to give new meaning to the objects we buy and use, transforming them into cultural symbols. With this scenario in mind, the first objective of this project is to analyze culture and communication as a network of meanings and ideologies that feed into each other, emphasizing how brands and their advertising campaigns are influenced, but also influence people's behavior as they reaffirm values and beliefs that are shared within a society. Thus, the second and main objective is to develop an advertising analysis model that can assist Communication and Marketing professionals in making wiser decisions in their communication strategies and in building brands that are not only strong in sales but are also synonymous with admiration from consumers. The analysis model developed in this work is primarily based on the concepts of Advertising Sign (Volli, 2003/2004), Myth (Barthes, 1957/1987), Cultural Branding (Holt, 2004/2005), Cultural Strategy (Cameron e Holt, 2010) and Brand Archetypes (Mark e Pearson, 2001/2012), among others.
Assigning meaning to a brand or a product that sparks the interest and desire of consumers is no easy task in a world that overloads us daily with so much information. However, some brands become successful when they build narratives with key elements that capture our attention and manage, often even unconsciously, to give new meaning to the objects we buy and use, transforming them into cultural symbols. With this scenario in mind, the first objective of this project is to analyze culture and communication as a network of meanings and ideologies that feed into each other, emphasizing how brands and their advertising campaigns are influenced, but also influence people's behavior as they reaffirm values and beliefs that are shared within a society. Thus, the second and main objective is to develop an advertising analysis model that can assist Communication and Marketing professionals in making wiser decisions in their communication strategies and in building brands that are not only strong in sales but are also synonymous with admiration from consumers. The analysis model developed in this work is primarily based on the concepts of Advertising Sign (Volli, 2003/2004), Myth (Barthes, 1957/1987), Cultural Branding (Holt, 2004/2005), Cultural Strategy (Cameron e Holt, 2010) and Brand Archetypes (Mark e Pearson, 2001/2012), among others.