TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | TRADITION AND NOSTALGIA IN THE BRAZILIAN ADVERTISING DISCOURSE | ||||||||||||
| Autor(es): |
VIVIANE SUZANO MEDEIROS |
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| Colaborador(es): |
LUIS ALEXANDRE GRUBITS DE PAULA PESSOA - Orientador |
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| Catalogação: | 20/DEZ/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=28466@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=28466@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.28466 | ||||||||||||
| Resumo: | |||||||||||||
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In the current context of consumption, marked by globalization and by rapid and successive technological innovations that have reduced the life cycle of products, individuals have an increasingly stressful and busy life. In this context, companies have used in their communication campaigns feelings of nostalgia, defined as a positive appreciation of the past for the present, based on the memory of a more peaceful and safe time. However, in Brazil, the research on this topic is scarce and shows a development opportunity in marketing. Thus, this study aims to identify traces of tradition and nostalgia in the Brazilian advertising discourse based on the theories of nostalgic marketing and retro-branding.
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