Made available in DSpace on 2016-03-15T19:46:42Z (GMT). No. of bitstreams: 1 Vanessa de Paula Zagnole Baraldi.pdf: 2662044 bytes, checksum: b7d3e1b352254f3b5b4ed8a6317a52c9 (MD5) Previous issue date: 2008-08-26 / Fundo Mackenzie de Pesquisa / This dissertation intends to examine the intertextual marks present specifically on print ads in the segment of Bayer Aspirin. Bayer is present in Brazil since 1896, by winning high in the pharmaceutical, their Ads marked the history of Brazilian advertising. To deal with the intended aim, six pieces were selected among 40, 50, 90 and 2000, it was taken from magazines of major serving as Claudia, Manchete and Folha de São Paulo newspaper. This study is based on the Textual Linguistic, using the theory by Kristeva (1978), Koch (1986, 2000, 2006 e 2007), Fiorin (1999), Valente (1999) e Maingueneau (2004). It observed that the publicity plays of the Bayer was kept on the memory intellectual and photography of the medicines consumers because the mark threat about the daily subjects and, the same time, because its dialogues with the most important facts of the history. / A presente dissertação visa levantar as marcas intertextuais presentes especificamente em anúncios impressos da Bayer no segmento Aspirina, uma vez que esta indústria, presente no Brasil desde 1896 e destaque no meio farmacêutico com suas peças publicitárias, marcou a história da propaganda brasileira. Para atingir o objetivo pretendido, foram selecionadas seis peças publicitárias dos anos 40, 50, 90 e 2000, retiradas de revistas de grande veiculação como Cláudia, Manchete e o Jornal Folha de São Paulo. Do ponto de vista teórico, fundamentou-se na Lingüística Textual, especialmente com as obras de Kristeva (1978), Koch (1986, 2000, 2006 e 2007), Fiorin (1999), Valente (1999) e Maingueneau (2004). Como resultado, observou-se que as peças publicitárias da marca Bayer ocupam a memória intelectual e fotográfica de seus consumidores, por se tratar, na maioria das vezes, de assuntos ligados ao cotidiano e ao mesmo tempo, por dialogar com fatos importantes da história.

El presente trabajo explora qué genera el colorismo en la publicidad mediante la representación de las mujeres de raza no blanca a partir de la necesidad de crear modelos de belleza difíciles de alcanzar. Este tema se aborda desde los conceptos básicos como de lo que es racismo y colorismo a fin de conocer cómo estas están relacionadas con el ámbito publicitario pues, de esta manera, se reforzaría la importancia de estudiar el colorismo en la publicidad, dado que permite identificar cómo es que a partir de esto las marcas representan a las mujeres. Para ello, se propone la aplicación de la metodología cualitativa y mediante la técnica de entrevistas, y el caso que complementará esta investigación es Fenty Beauty con su campaña de lanzamiento del 2017 mediante el cual se analizará cómo se manifiestan los estándares de belleza en el discurso publicitario y representaciones publicitarias / This work explores what colorism generates in advertising through the representation of non-white women based on the need to create difficult-to-reach models of beauty. This topic is approached from the basic concepts such as what is racism and colorism in order to know how these are related to the advertising field since, in this way, the importance of studying colorism in advertising would be reinforced, due to its allowance to identify how is it that brands represent women from this point of view. To do so, the application of qualitative methodology and the interview technique is proposed, and the case that will complement this research is Fenty Beauty and its 2017 releasing campaign through which will be analyzed how beauty standards are manifested in advertising discourse and advertising representations. / Trabajo de investigación

El uso del empaque y/o etiquetado en estos últimos años se ha convertido en algo más que un objeto que protege el producto, ya que ha pasado de ser una parte importante del marketing del producto a comunicar el discurso publicitario de una marca. Esto se debe a que, así como “protege lo que vende” también “vende lo que protege” (Varela y Alonso, 2016). Sumándole el hecho de que hoy en día, las marcas viven en un contexto de mercado saturado, la cual se define como un espacio en donde conviven productos similares con empaques y precios similares. Cabe resaltar que dichos productos son denominados como “marca blanca”, los cuales están hechos de la misma calidad, pero a menor precio, de modo que no cuentan con alto costo de publicidad, ya que no necesitan de tano estímulo emocional por parte de sus consumidores al ser productos de consumo masivo y de básica necesidad (Bertomeu y Fortín, 2016). Por ende, en muchos casos el empaque se convierte en su única publicidad (Santa María, 2014). Esto hace conveniente determinar qué característica del empaque le permite a la marca sobresalir de su competencia. Debido a ello, es relevante saber de los elementos que la conforman y cuales son lo más identificados por el consumidor a tal punto que motive su compra (Mohebbi, 2014). El objetivo general de este artículo es analizar la jerarquización de los mensajes que se presenta en el empaquetado y etiquetado del producto. Esto se va a determinar a través de un enfoque cualitativo, por medio de entrevistas personales a profesionales del tema y entrevistas grupales a audiencias, a través de un muestreo por conveniencia. Cabe resaltar que el grupo estará conformado por grupos de hombres y mujeres entre el rango de edad 18 a 25 años, de un nivel socioeconómico A y B de la ciudad de Lima. Es importante mencionar que el empaque estudiado será de la categoría de alimentos conservados, específicamente, las latas de atún. Las marcas estudiadas serán: Mass, Compass y Fanny. Estas son marcas de atunes de baja exposición publicitarias y con los mismos precios en el mercado. Cabe resaltar que posee empaques similares distinguidos por su común color rojo. / The use of packaging and / or labeling in recent years has become more than just an object that protects the product, since it has gone from being an important part of product marketing to communicating the advertising discourse of a brand. This is because, just as it “protects what it sells” it also “sells what it protects” (Varela and Alonso, 2016). In addition to the fact that today, brands live in a saturated market context, which is defined as a space where similar products with similar packaging and prices coexist. It should be noted that these products are called "white label", which are made of the same quality, but at a lower price, so that they do not have a high advertising cost, since they do not need so much emotional stimulation from their customers. consumers as they are products of mass consumption and basic necessity (Bertomeu and Fortín, 2016). Therefore, in many cases the packaging becomes their only advertisement (Santa María, 2014). This makes it convenient to determine what characteristic of the packaging allows the brand to stand out from its competition. Due to this, it is relevant to know about the elements that make it up and which ones are most identified by the consumer to the point that it motivates their purchase (Mohebbi, 2014). The general objective of this article is to analyze the hierarchy of the messages that is presented in the packaging and labeling of the product. This will be determined through a qualitative approach, through personal interviews with professionals on the subject and group interviews with audiences, through convenience sampling. It should be noted that the group will be made up of groups of men and women between the age range 18 to 25 years, of a socioeconomic level A and B of the city of Lima. It is important to mention that the packaging studied will be from the category of preserved foods, specifically, tuna cans. The brands studied will be: Mass, Compass and Fanny. These are brands of tuna with low advertising exposure and with the same prices in the market. It should be noted that it has similar packaging distinguished by its common red color. / Trabajo de investigación