Título: | ADVERGAY: AN ADVERTISING ACTION - IN THE CLOSET, IN BOX OR PUBLICITY-MICHÉ | |||||||
Autor: |
JORGE TADEU BORGES LEAL |
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Colaborador(es): |
JOSE CARLOS SOUZA RODRIGUES - Orientador |
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Catalogação: | 22/JUL/2016 | 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=26997&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=26997&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.26997 | |||||||
Resumo: | ||||||||
The number of academic papers and newspaper articles about the pink money, a fast-growing niche, has grown in the last years. There is a reason driving the market presence and characterization of homosexuality in the messages produced by the current advertising environment in the Brazilian context: an increasing number of goods and services designed specifically for gay audiences, such as tourism, fashion, leisure, food, etc. Beyond the commercial aspect, the value gay has been worked as a differential in actions and messages targeted at specific market segments, by giving a concept of modernity and relevance to the actions directed to younger customers and/or with higher educational levels, helping the building and the maintenance of the brands and values associated with them. We are facing a situation in which a presumed minority, with constitutionally established rights, need to have their identity condition of citizen-consumer legitimized and even exploited by the symbolic constructions of messages produced in Brazilian advertising. It is important to highlight the tension and force fields present in the management of this operation in the exact moment of transition of the advertising messages and of the gay reality, both re-territorialized through networked environment and the new information and communication technologies.
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