Título: | ADVERTISING CONSUMPTION: YOUTH RELATIONSHIPS WITH THE CONTEMPORARY MEDIA WORLD | ||||||||||||
Autor: |
JOAO RICARDO NOBRE MATTA |
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Colaborador(es): |
LUIS ALEXANDRE GRUBITS DE PAULA PESSOA - Orientador EVERARDO PEREIRA GUIMARAES ROCHA - Coorientador |
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Catalogação: | 29/OUT/2013 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=22204&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=22204&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.22204 | ||||||||||||
Resumo: | |||||||||||||
This paper aims to explore the manner in which young Brazilians relate to
and are impacted by advertising, taking into account the contemporary scenario of
media abundance and interconnection and the proliferation of information. Its
intention was to investigate this segment s perception regarding the different kinds
of advertising and strategies, for example, merchandising actions, transmedia
storytelling and multi-media advertising, among others. The approach used was an
exploratory qualitative study, interviewing a group of 15 young college students
on the proposed theme. The results indicated the need subjects in the study have to
express an allegedly critical discourse, demonstrating a representative degree of
discomfort with the fact of being able to be, in a way, manipulated by all kinds of
advertising actions. In this sense, it was perceived that even in situations in which
the youths agreed with the influence of the advertising, the power of TV or the
strength of consumption influencing their lives, they prefer to express a certain
level of distance from this reality, in some ways placing themselves as being
immune to these processes. The results of this paper also encompass relevant
aspects of themes like the stories inserted in advertising, media as an object of
consumption, advertising in the digital world and the evolution and omnipresence
of media.
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