Ativismo de marcaanálise crítica sobre influências, usos e percepções dos profissionais da indústria criativa na produção de campanhas publicitárias.

Resumo

This research seeks to make a critical analysis about influences, uses and perceptions of the marketing strategy called brand activism in the production of advertising campaigns by the professionals of the creative industry. The premise established for the dissertation is that, faced with a progressively more connected world, with a growing participation of social movements and civil society in the media, especially the virtual, their ideas, ideologies and discourses become amplified, reaching the population more quickly. Creative industry professionals, immersed in this society and aware of these changes, would be more biased to make use of the brand activism strategy, so as to build their positioning and brand identity for their products and services in a stronger and more effective way. The research developed, in the light of bibliographical and exploratory studies, sought to understand how these professionals are consuming activism and what the perception regarding social changes and the use of activism in advertising campaigns. The result revealed a variety of knowledge and what stood out most was that both the brand and the professionals involved really need to try to put themselves in the other's place, to have empathy for the cause and to understand that the speaker is the other, not the which gives a more satisfactory result to the campaigns.

Ficha do documento

Tipo

Dissertação

Ano

2019

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/27691

Temas

Desenvolvimento Econômico

Palavras-chave

Social movementsNetwork societyAdvertisingBrand activismEmpathyMovimentos sociaisSociedade em redeMarketingAtivismo de marcaEmpatiaPublicidadeCiências sociaisCampanhas publicitárias - Aspectos sociaisMarketing - Aspectos sociaisMarketing de relacionamento