Ilusões de modernidadeO fetiche da marca McDonald's no Brasil

Resumo

This article presents and discusses the current relationship between image and entertainment, based on the results of research studies on the constitution of McDonald's' brand image all over the world and contemporary marketing. Aiming to understand why we have become image consumers, those studies tried to recover, based on McDonald's history, economical, social, cultural, and political events that have lead us towards an obsessed image society, in which, 'being in the image is the same as existing'. Although tragic in its bottom line, that inexistence of form is compensated to us by amusement and happiness images conveyed by the brands. Finally, the research questions the global reach of that promise, starting from a digression on Brazil: how does McDonald's' brand supply us images for a certain identity constitution; and its brand name for a permanence feeling? How is it 'identification' with a brand that, seemingly, would not have a historical and cultural relationship with Brazil?

Ficha do documento

Tipo

Artigo científico

Ano

2006

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso restrito

DOI

10.1590/S0102-71822006000200006

Identificador

oai:repositorio.fgv.br:10438/25319

Palavras-chave

Mcdonald'sImagemValorEntretenimentoFetichismoEntertainmentFetishismImageValueAdministração de empresasMarca de produtosMcDonald's Corporation