Ildembergue Leite de Souza

CONSUMER CULTURE THEORY (CCT) JÁ É UMA ESCOLA DE PENSAMENTO EM MARKETING

The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory (CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT its raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT it’s raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.

Dionísio usa Chilli Beans?: análise mitológica da publicidade da "Marca da Pimenta"

With a growing emphasis on the symbolic dimension of consumption, brands have started to act as channels of self-expression and transformation of culture and society, while producing and reproducing myths. One of the major mechanisms used for this purpose is advertising. Chilli Beans can be presented as a brand that adopts this premise. Therefore, this research was guided by the following question: How do myths reproduced in Chilli Beanss advertising function to give the brand meaning? To this purpose, we used Barthesian Semiology to analyze print advertising developed by the brand along its history. Results reveal a reproduction of twelve myths that sustain the metanarrative that gives meaning to the brand: hedonism.

Movimento sensual: um estudo da narrativa mitológica na publicidade de uma marca de moda praia

No mercado atual, pautado pelo consumo simbolico, as marcas sao canais de autoexpressao para a construcao de identidades e tem um papel transformador na sociedade, pois produzem e consomem significados localizados entre o mundo culturalmente construido e o consumidor. A marca e construida coletivamente pela acao de varios agentes, inclusive a publicidade, que tem no mito uma valiosa fonte para a producao de sentido. Baseado na semiologia barthesiana, este estudo qualitativo interpretativista procurou responder como o mito reproduzido na publicidade opera a significacao da Movimento, marca com apelo simbolico. A analise do corpus de pesquisa, composto por anuncios de publicidade impressa, revelou a presenca de oito mitos que, juntos, sugerem uma associacao da marca com a metanarrativa da sensualidade. No texto, sao discutidas as reflexoes teoricas acerca deste achado e as implicacoes para a academia e a pratica de marketing, alem de indicacoes para futuras pesquisas.

Consumer Culture Theory (CCT) - is there already a school of thought in the area of marketing?

The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory (CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT its raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT it’s raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.

La transposición de la intertextualidad entre mitos y Publicidad Cine: un análisis semiológico de Pornochanchada, campaña de marca Chilli Beans

The symbolic character became decisive for current consumption. In this phenomenon, becomes important the role of agents such as advertising, which prominently calls for the symbolism of myths played in their messages, usually built on intertextuality that appropriates and modifies meanings imported from various languages, among them the Cinema. This feature appears clearly in a campaign of Chilli Beans, inspired in pornochanchada. Through barthesian semiology, this paper endeavors to answer how the brand Chilli Beans, through intertextuality, brought to its advertising the myths played in pornochanchada? The results show eroticism as the great mythological narrative in this marriage between advertising and Cinema.O carater simbolico se tornou decisivo para o consumo atual. Nesse fenomeno, ganha relevo o papel de agentes como a Publicidade, que apela de forma destacada para a simbologia dos mitos reproduzidos em suas mensagens, geralmente, construidas com base na intertextualidade que se apropria e modifica significados importados de linguagens variadas, entre elas, o Cinema. O uso desse recurso aparece claramente em uma das campanhas da Chilli Beans, inspirada na pornochanchada. Por meio da semiologia barthesiana, este trabalho se propoe responder como a marca Chilli Beans, por meio da intertextualidade, trouxe para sua Publicidade os mitos reproduzidos na pornochanchada. Os resultados apontam o erotismo como a grande narrativa mitologica desse casamento entre Publicidade e Cinema.

The transposition of myths it the intertextuality between Cinema and Advertising: a semiological analysis of Pornochanchada, campaign of Chilli Beans

The symbolic character became decisive for current consumption. In this phenomenon, becomes important the role of agents such as advertising, which prominently calls for the symbolism of myths played in their messages, usually built on intertextuality that appropriates and modifies meanings imported from various languages, among them the Cinema. This feature appears clearly in a campaign of Chilli Beans, inspired in pornochanchada. Through barthesian semiology, this paper endeavors to answer how the brand Chilli Beans, through intertextuality, brought to its advertising the myths played in pornochanchada? The results show eroticism as the great mythological narrative in this marriage between advertising and Cinema.O carater simbolico se tornou decisivo para o consumo atual. Nesse fenomeno, ganha relevo o papel de agentes como a Publicidade, que apela de forma destacada para a simbologia dos mitos reproduzidos em suas mensagens, geralmente, construidas com base na intertextualidade que se apropria e modifica significados importados de linguagens variadas, entre elas, o Cinema. O uso desse recurso aparece claramente em uma das campanhas da Chilli Beans, inspirada na pornochanchada. Por meio da semiologia barthesiana, este trabalho se propoe responder como a marca Chilli Beans, por meio da intertextualidade, trouxe para sua Publicidade os mitos reproduzidos na pornochanchada. Os resultados apontam o erotismo como a grande narrativa mitologica desse casamento entre Publicidade e Cinema.

A transposição de mitos na intertextualidade entre Cinema e Publicidade: uma análise semiológica de Pornochanchada, campanha da marca Chilli Beans

The symbolic character became decisive for current consumption. In this phenomenon, becomes important the role of agents such as advertising, which prominently calls for the symbolism of myths played in their messages, usually built on intertextuality that appropriates and modifies meanings imported from various languages, among them the Cinema. This feature appears clearly in a campaign of Chilli Beans, inspired in pornochanchada. Through barthesian semiology, this paper endeavors to answer how the brand Chilli Beans, through intertextuality, brought to its advertising the myths played in pornochanchada? The results show eroticism as the great mythological narrative in this marriage between advertising and Cinema.O carater simbolico se tornou decisivo para o consumo atual. Nesse fenomeno, ganha relevo o papel de agentes como a Publicidade, que apela de forma destacada para a simbologia dos mitos reproduzidos em suas mensagens, geralmente, construidas com base na intertextualidade que se apropria e modifica significados importados de linguagens variadas, entre elas, o Cinema. O uso desse recurso aparece claramente em uma das campanhas da Chilli Beans, inspirada na pornochanchada. Por meio da semiologia barthesiana, este trabalho se propoe responder como a marca Chilli Beans, por meio da intertextualidade, trouxe para sua Publicidade os mitos reproduzidos na pornochanchada. Os resultados apontam o erotismo como a grande narrativa mitologica desse casamento entre Publicidade e Cinema.

Consumer Culture Theory (CCT) ya es una escuela de pensamiento en marketing

The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory (CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT its raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT it’s raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research.