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Previous issue date: 2013-08-26 / This thesis deals with the study of social representations theory within
organizational communication, specifically in institutional discourse as a way
to position a brand in the market by exploiting resources sensory awakening
the senses of consumers, in the ambience of the space physical, to bring
them closer to the brand. Therefore, it was used as a scientific methodology
content analysis of textual elements present in the company's website Natura
and semiotic analysis of the ambient Space Concept Natura to achieve the
objective of identifying social representations adopted by the organization in
its institutional discourse and highlight how she anchored and aimed such
elements at promoting a sensory experience of their consumers with the
brand, in order to reassert its institutional discourse. As a result of comparison
between the two studies, content analysis and semiotics, we can observe the
convergence and consistency of the proposed speech by the organization,
supporting the institutional discourse on this site and enacting it in physical
space of the brand. / A presente disserta????o aborda o estudo da teoria das representa????es sociais
no ??mbito da comunica????o organizacional, mais especificamente no discurso
institucional, como forma de posicionar uma marca no mercado por meio da
explora????o de recursos sensoriais, despertando os cinco sentidos dos
consumidores, na ambi??ncia do espa??o f??sico, para aproxim??-los da marca.
Para tanto, utilizou-se como metodologia cient??fica a an??lise de conte??do dos
elementos textuais presentes no site da empresa Natura e a an??lise
semi??tica da ambi??ncia do Espa??o Conceito Natura para alcan??ar o objetivo
de identificar as representa????es sociais adotadas pela organiza????o em seu
discurso institucional e destacar como ela ancorou e objetivou tais elementos
na promo????o de uma experi??ncia sensorial dos seus consumidores com a
marca, de forma a reafirmar seu discurso institucional. Como resultado da
compara????o entre os dois estudos, an??lise de conte??do e semi??tica, pode-se
observar a converg??ncia de propostas e a coer??ncia do discurso proferido
pela organiza????o, sustentando o discurso institucional presente no site e
concretizando-o no espa??o f??sico da marca.
| Identifer | oai:union.ndltd.org:IBICT/oai:bdtd.ucb.br:tede/2168 |
| Date | 26 August 2013 |
| Creators | Braga, Tatyanna Castro da Silva |
| Contributors | Silva, Luiza M??nica Assis da |
| Publisher | Universidade Cat??lica de Bras??lia, Programa Strictu Sensu em Comunica????o, UCB, Brasil, Escola de Educa????o, Tecnologia e Comunica????o |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UCB, instname:Universidade Católica de Brasília, instacron:UCB |
| Rights | info:eu-repo/semantics/openAccess |
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