O desempenho da publicidade em produtos de diferente implicação
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2016-05-17
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Desde que o homem se tornou capaz de estabelecer uma forma de comunicar que esse mesmo processo tem vindo a evoluir até aos dias de hoje. Desde o uso da pictografia, à tradição oral, escrita e não-verbal, são inúmeros os campos e áreas sobre as quais a comunicação se desdobrou, são exemplos claros dessa mesmas diversidade o jornalismo, a literatura ou o próprio marketing.
Com o aparecimento da comunicação de massas, nasce também a publicidade a qual teve sempre como principal objetivo o de persuadir uma pessoa a adquirir algo. A forma como a publicidade tem cumprido este objetivo tem mudado ao longo dos anos, em especial ao longo do século passado e deste. Para explicar estas mudanças no pensamento publicitário têm sido criadas diversas teorias que tentam explicar a forma como a publicidade afeta o comportamento do consumidor. Também o comportamento do consumidor tem sido alvo de diversas pesquisas e estudos tal como o ato de consumir que também tem sido estudado quer de forma a priori como posteriori ao ato de compra. Mais ainda, o consumo tem sido interpretado por vários estudiosos como algo mais do que uma simples compra de produtos mas antes como uma forma de comunicação.
Facilmente vemos a ligação entre a publicidade, o comportamento do consumidor e o ato de consumir não sendo possível estudar nenhum destes conceitos sem termos noções básicas dos restantes e sem considerarmos que este trio apresenta uma dinâmica inseparável, funcionando num sistema de causa e efeito, onde o comportamento do consumidor é estimulado pela publicidade levando assim ao ato de compra.
Neste trabalho é aprofundada a questão do pensamento publicitário e a dinâmica que este possui com o comportamento do consumidor em especial, estudando-se qual das várias teorias do pensamento publicitário parecer surtir um maior efeito junto do consumidor no que diz respeito à persuasão do mesmo a fim de adquirir um produto.
Since mankind has been able to establish a way of communication that, that same process has been evolving throughout time until modern times. From pictographic communication, to oral tradition, writing and non-verbal, communication has been expanding over several fields and areas of expertise, becoming essential for a healthy functioning of said areas. With the discovery of communication, later appeared the communication of masses which gave birth to advertising communication, this particular way of communication had at its core the objective to persuade people to consume. The way how advertising has been accomplishing such goals on the consumer’s mind has been changing throughout the years, in special along this past and present century. To explain such changes on the advertising line of thought, many theories on subject have been created to explain how advertising affect the consumer behavior. Consumer behavior has also been the focus of many researches and studies as well as consumerism which also has been the subject of studies both a posterior and posteriori of the act of buying. Moreover, consumerism has been interpreted by scholars as something more than the simple act of buying; it has been taken as a way of communication. We can easily see the link between advertising, consumer behavior and the act of consumerism. It is not possible to properly study any of these concepts without having some basic notions about the others, and without considering the inseparably dynamic that this trio presents, functioning in a cause-effect system, where the consumer behavior is stimulated by advertising which leads to the act of buying. In this thesis we study in depth the advertising thought and the dynamic that it possesses with the consumer behavior, by investigating which of the several theories regarding advertising seems to provide better results in terms of persuasion with the objective of making a consumer acquire a product.
Since mankind has been able to establish a way of communication that, that same process has been evolving throughout time until modern times. From pictographic communication, to oral tradition, writing and non-verbal, communication has been expanding over several fields and areas of expertise, becoming essential for a healthy functioning of said areas. With the discovery of communication, later appeared the communication of masses which gave birth to advertising communication, this particular way of communication had at its core the objective to persuade people to consume. The way how advertising has been accomplishing such goals on the consumer’s mind has been changing throughout the years, in special along this past and present century. To explain such changes on the advertising line of thought, many theories on subject have been created to explain how advertising affect the consumer behavior. Consumer behavior has also been the focus of many researches and studies as well as consumerism which also has been the subject of studies both a posterior and posteriori of the act of buying. Moreover, consumerism has been interpreted by scholars as something more than the simple act of buying; it has been taken as a way of communication. We can easily see the link between advertising, consumer behavior and the act of consumerism. It is not possible to properly study any of these concepts without having some basic notions about the others, and without considering the inseparably dynamic that this trio presents, functioning in a cause-effect system, where the consumer behavior is stimulated by advertising which leads to the act of buying. In this thesis we study in depth the advertising thought and the dynamic that it possesses with the consumer behavior, by investigating which of the several theories regarding advertising seems to provide better results in terms of persuasion with the objective of making a consumer acquire a product.
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Dissertação de Mestrado em Ciências da Comunicação
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Publicidade , Consumo , Comportamento do consumidor