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Adtivismo no caso "Orgulhosamente Sumol": publicidade e ativismo na união entre marcas e causas na sociedade da selfie
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Do produto para o consumidor. Do consumidor para o ser humano. Do ponto de vista do marketing, a publicidade está hoje no seu momento mais humanizado. Ao mesmo tempo, a tecnologia impõe uma dicotomia. Aproxima marcas de consumidores, mas o faz através de écrans. Abre caminhos multidimensionais de comunicação, mas fecha a janela de tempo e de atenção nas quais essa possível comunicação pode vir a acontecer. Igualmente, o ser humano é hoje uma contradição em si. Tem a sua individualidade padronizada, com diferenças ‘personalizantes’ que, como aponta Baudrillard, não mais distinguem os indivíduos uns dos
outros. E se somos todos iguais, até mesmo nas nossas supostas diferenças, o que nos une? Possivelmente, aquilo no que acreditamos. A publicidade tem, portanto, a possibilidade de criar uma ponte entre as marcas e as pessoas, através de um importante elemento humano: as nossas crenças. Assim, essa dissertação procura começar a entender qual será o papel da publicidade diante das grandes questões sociais dentro das próximas décadas, tendo em vista a influência das redes sociais na construção da identidade e autoestima dos jovens. O que propomos nessa tese é analisar como a união entre marcas e causas, através da publicidade, pode talvez reunir o produto, o consumidor e o ser humano de forma benéfica para toda a
equação, através da proposta de um novo conceito: o do Adtivism. O que motiva a nossa investigação é a possibilidade de ampliar a relação entre publicidade, responsabilidade social corporativa e social advertising, ao mesmo tempo que abrimos espaço para o ativismo pontual, através de peças publicitárias específicas, ou abrangente, por meio de campanhas.
From the product to the consumer. From the consumer to the human being. From a marketing point of view, advertising is currently at its most humanized moment. At the same time, technology imposes a dichotomy. It brings consumer and brands closer, but it does so through screens. It opens multidimensional paths of communication but closes the window of time and attention in which this possible communication can happen. Likewise, the human being is today a contradiction in itself. It has its standardized individuality, with ‘personalizing’ differences that, as Baudrillard points out, no longer distinguish individuals from each other. And if we are all the same, even in our supposed differences, what unites us? Possibly, what we believe in. Therefore, advertising has the possibility of creating a bridge between brands and people, through an important human element: our beliefs. Thus, this dissertation seeks to begin to understand the role of advertising in the face of major social issues within the next few decades, in view of the influence of social networks in the construction of youth identity and self-esteem. What we propose in this thesis is to analyze how the union between brands and causes, through advertising, can perhaps bring together the product, the consumer and the human being in a beneficial way for the whole equation, through the proposal of a new concept: the concept of Adtivism. What motivates our investigation is the possibility of expanding the relationship between advertising, corporate social responsibility and social advertising, at the same time that we open space for a particular type of activism through a specific advertising material, or a wider one through campaigns.
From the product to the consumer. From the consumer to the human being. From a marketing point of view, advertising is currently at its most humanized moment. At the same time, technology imposes a dichotomy. It brings consumer and brands closer, but it does so through screens. It opens multidimensional paths of communication but closes the window of time and attention in which this possible communication can happen. Likewise, the human being is today a contradiction in itself. It has its standardized individuality, with ‘personalizing’ differences that, as Baudrillard points out, no longer distinguish individuals from each other. And if we are all the same, even in our supposed differences, what unites us? Possibly, what we believe in. Therefore, advertising has the possibility of creating a bridge between brands and people, through an important human element: our beliefs. Thus, this dissertation seeks to begin to understand the role of advertising in the face of major social issues within the next few decades, in view of the influence of social networks in the construction of youth identity and self-esteem. What we propose in this thesis is to analyze how the union between brands and causes, through advertising, can perhaps bring together the product, the consumer and the human being in a beneficial way for the whole equation, through the proposal of a new concept: the concept of Adtivism. What motivates our investigation is the possibility of expanding the relationship between advertising, corporate social responsibility and social advertising, at the same time that we open space for a particular type of activism through a specific advertising material, or a wider one through campaigns.
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Publicidade Ativismo Causas Identidade Imagem Advertising Causes Activism Identity Image