The purpose of the study was to investigate teenage girls' attitudes toward fashion advertising and media. The study also sought to determine the influence of class enrollment and employment on attitudes toward fashion advertising. The data were collected by questionnaires administered to 121 high school girls enrolled in child development and fashion design major study classes. Descriptive statistics were computed along with a t-test for the difference between means for independent samples. Teenagers were found to possess many positive attitudes toward fashion advertising and to view print advertising less negatively than broadcast advertising. A highly significant difference was found between attitudes toward fashion advertising and class enrollment. In addition, a significant difference was found between attitudes toward fashion advertising and employment.

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No. of bitstreams: 1 LUIZA RIBEIRO MERTEN.pdf: 5372405 bytes, checksum: 1227b699a3563b7db8a3742c7b52224f (MD5) Previous issue date: 2017-03-31 / This research selects as themes the discourses about the different body in advertising narratives of two large retail chains of Brazilian fashion, produced and run between 2012 and 2015. From the research of the discourse of fashion retail chains, taking into account their conditions of production, In this paper we sought to answer the problem question: how fashion advertising narratives call for the management of the different body in the light of the notion of biossociabilities of consumption? As objective of problematizing the phenomenon of consumption, especially in fashion, we will develop a reflection on the management of the different body in the contemporary advertising discourse, from of the theoretical-methodological conduct of French Speech Analysis. Theoretical framework is organized in three axes: the first refers to the Communication and Consumer interfaces in the contemporaneity - for which we seek contributions in authors such as Silverstone, Baccega, Hoff and Rock; the second refers to French Speech Discourse Analysis, and is constructed from authors such as Gregolin and Orlandi; and the third considers the Body, Fashion and Biossociability. On this axis, we start from some scholars of Foucault's thinking, such as Rabinow and Ortega, who, based on the philosopher's reflections, propose the concept of biossociability and also in Hoff, which proposes reflections on the biossociabilities of consumption. Our empirical object is calls for the management of the different body, analyzed in a corpus consisting of eight videos C & A and Marisa brands, who had images of "different body" and in which the difference was stated. In our methodology, we describe the eight videos, identifying the main signs related to the physical beauty of the consumer-characters and their style of life expressed in the narrative. We also map the meanings attributed to the different body and calls for the management of this, characterizing strategies of production of meanings of difference in images of the aesthetic body in the narrative of advertising, which we relate to memory discourse and interdiscourse. And, from the identification of sayings and non-sayings, we investigate the calls for management of the body different in the contemporary - standards of beauty / thinness; personal achievements / career; affirmation / representation of groups / symbolic capital - in the light of concept of biossociability. In our analysis, we relate the presence and exaltation of bodies different in these narratives to the social and economic changes of contemporary Brazil, observing, on the one hand, the economic interest of brands for new consumer audiences and, on the other hand, symbolic dispute that occurs in the confrontations of the discourses in the media, notably debates on the way the media edits the world - "Press" the advertising narrative of fashion to resignify or change their strategies. The results demonstrated that: 1) biopolitical calls generate logics of consumption; 2) the Fashion advertising narratives promote biossociability, as they institutionalize the dress and call for the management of groups whose bodies we call different. / Esta pesquisa elege como tema os discursos sobre o corpo diferente em narrativas publicitárias de duas grandes redes varejistas de moda brasileiras, produzidas e veiculadas entre 2012 e 2015. A partir da investigação do discurso de cadeias varejistas de moda, levando em conta suas condições de produção, buscou-se nesse trabalho responder à questão-problema: como as narrativas publicitárias de moda convocam para a gestão do corpo diferente à luz da noção de biossociabilidades do consumo? Com o objetivo de problematizar o fenômeno do consumo, em especial no âmbito da moda, desenvolvermos uma reflexão a respeito da gestão do corpo diferente no discurso publicitário contemporâneo, a partir da conduta teórico-metodológica da Análise de Discurso de linha francesa. O referencial teórico organiza-se em três eixos: o primeiro refere-se às interfaces Comunicação e Consumo na contemporaneidade – para o qual buscamos aporte em autores como Silverstone, Baccega, Hoff e Rocha; o segundo refere-se à Análise de Discurso de linha francesa, e está construído a partir de autores como Gregolin e Orlandi; e o terceiro considera o Corpo, a Moda e a Biossociabilidade. Neste eixo, partimos de alguns estudiosos do pensamento de Foucault, como Rabinow e Ortega, os quais, apoiando-se nas reflexões do filósofo, propõem o conceito de biossociabilidade e também em Hoff, que propõe reflexões sobre as biossociabilidades do consumo. Nosso objeto empírico são as convocações para a gestão do corpo diferente, analisado num corpus composto por oito vídeos publicitários das marcas C&A e Marisa, que tivessem imagens de “corpo diferente” e nos quais a diferença fosse enunciada. Em nosso percurso metodológico, descrevemos os oito vídeos, identificando os principais signos relativos à beleza física das consumidoras-personagens e seu estilo de vida expresso na narrativa. Também mapeamos os sentidos atribuídos ao corpo diferente e as convocações para a gestão deste, caracterizando estratégias de produção de sentidos da diferença em imagens de corpo fora do padrão estético na narrativa publicitária, que relacionamos à memória discursiva e ao interdiscurso. E, a partir da identificação dos ditos e não-ditos, investigamos as convocações para gestão do corpo diferente na contemporaneidade – padrões de beleza/magreza; conquistas pessoais/carreira; afirmação/representação de grupos/capital simbólico –, à luz do conceito de biossociabilidade. Em nossa análise, relacionamos a presença e a exaltação dos corpos diferentes nessas narrativas às mudanças sociais e econômicas do Brasil contemporâneo, observando, por um lado, o interesse econômico das marcas por novos públicos consumidores e, por outro, a disputa simbólica que se dá nos enfrentamentos dos discursos na mídia, notadamente críticas e debates, por parte dos consumidores, sobre o modo como a mídia edita o mundo – movimentos que “pressionam” a narrativa publicitária da moda a se ressignificar ou alterar suas estratégias. Os resultados alcançados evidenciam que: 1) as convocações biopolíticas engendram lógicas do consumo; 2) as narrativas publicitárias de moda promovem biossociabilidades, à medida que institucionalizam o modo de vestir e convocam para a gestão dos grupos cujos corpos denominamos diferentes.