Made available in DSpace on 2016-08-03T12:31:21Z (GMT). No. of bitstreams: 1 Consideracoes finais153_158.pdf: 108361 bytes, checksum: 531a9a8e0acfd76759c7b426fca697e5 (MD5) Previous issue date: 2011-04-28 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The research aims to understand how Globo TV Network, through the advertisements of its miniseries taken from Brazilian literature, is able to value the product and its image as an institution, emphasizing the literary origin of its production. By informing and pointing out the features of one product through play on words, the advertisements can persuade and seduce the consumer to build up an image that will lead him/her to a purchase and the satisfaction of his/her desire or need. The corpus of this study are the advertisements in the newspaper O Estado de São Paulo, between 1982 and 2008. The methodological procedure used was content analysis. The conclusions support the hypothesis of the research, besides raising the question about the effects of this approach to the TV network. / Esta pesquisa tem por finalidade compreender como a Rede Globo de Televisão, através dos anúncios publicitários das minisséries adaptadas da literatura brasileira, é capaz de valorizar o produto e a sua imagem institucional, ao enfatizar a origem literária da produção. Ao informar e destacar os atributos de um produto através de um jogo de palavras, o anúncio publicitário é capaz de persuadir e seduzir o consumidor a construir uma imagem que o leve à compra e à satisfação de um desejo ou necessidade. O corpus do estudo são as peças veiculadas no jornal O Estado de São Paulo, entre 1982 e 2008. Como procedimentos metodológicos, optou-se pela Análise de Conteúdo, e as principais conclusões confirmam a hipótese da pesquisa e ainda trazem uma discussão sobre quais são os principais efeitos que essa valorização traz para a emissora

Purpose: The purpose of this thesis is to identify particular features and attributes  that communicate quality in printed advertisements in order to further understand consumer perception of these quality features. Background: Nowadays, cultural images of youthfulness are promoted by media and advertising. Previous research indicate that price, brand name and store names are the most influencing features concerning the quality perception for consumers. However, advertising permits consumers to have access only to a specific level of information regarding the product. Printed advertisement do not present the common attributes such as price or store name that permit to evaluate quality. Therefore this study will examine the features and attributes that communicate quality in printed advertisements from the consumer’s perspective. Method: The purpose of this thesis was fulfilled by conducting a magazine content analysis of advertisements and by conducting interviews with women in the age between 45-60 years old. To analyze the results, theories connected to quality perception and advertising were used. Conclusion: Three interrelated categories were identified to play a significant role in the quality perception: credibility, exclusivity and emotions. When in accordance with each other and in balance, the presence of these categories influence the quality perception. / Syfte: Syftet med den här studien är att identifiera särskilda faktorer och attribut som kommunicerar kvalité i tryckt reklam i syfte att vidare förstå konsumenters uppfattning av dessa kvalitetsattribut. Bakgrund: Nuförtiden främjas bilder av ungdomlighet i media och reklambranschen. Tidigare studier indikerar att pris, varumärke och butiksnamn är de faktorer som mest påverkar  konsumenters kvalitetsuppfattning. Dock tillåter reklam konsumenter att ha tillgång endast till en specifik nivå av information angående produkten. Tryckt reklam presenterar inte allmänna attribut såsom pris eller butiksnamn som tillåter utvärdering av kvalité. Därför kommer den här studien att granska faktorer och attribut som kommunicerar kvalité i tryckt reklam från konsumentens perspektiv. Metod: Syftet med den här studien blev uppfyllt genom utförandet av en innehållsanalys av anti-age reklamer i tidningar och genom intervjuer med kvinnor i åldern mellan 45-60 år. Till analysen av resultaten användes teorier med anknytning till kvalitetsuppfattning och reklam.  Slutsats: Tre sammanhängande kategorier var identifierade att spela en betydande roll i kvalitetsuppfattning: trovärdighet, exklusivitet och känslor.  När i enlighet med varandra och i balans, gör närvaron av dessa kategorier att kvalitetsuppfattningen påverkas.