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E-Book I Pró-Pesq PP Copyright © Eneus Trindade Barreto Filho e Maria Clotilde Perez Rodrigues Bairon Sant’anna Todos os direitos reservados. Proibida a reprodução total ou parcial, de qualquer forma e por qualquer meio mecânico ou eletrônico, inclusive através de fotocópias e de gravações, sem a expressa permissão do autor. Coordenação editorial: Eneus Trindade e Clotilde Perez Capa: Bruno Pompeu Marques Filho Seleção de originais: Bibiana Stholer Sabença de Almeida e Idalina Schiavolin Nicolás Llano Linares Diagramação e projeto editorial: Michelle Kato Dados Internacionais de Catalogação na Publicação (CIP) (Câmara Brasileira do Livro, SP, Brasil) I PRÓ-PESQ PP - Encontro Nacional de Pesquisadores em Publicidade e Propaganda (2010 : São Paulo, SP) Há momentos em que precisamos parar -- : parar para pensar os rumos da publicidade contemporânea / Eneus Trindade e Clotilde Perez, (orgs.). -- Salto, SP : Editora Schoba, 2010. Vários autores. ISBN 978-85-8013-040-9 Bibliografia 1. Comunicação social 2. Propaganda 3. Publicidade 4. Relações públicas I. Trindade, Eneus. II. Peres, Clotilde. 10-14019 CDD-659.1 Índices para catálogo sistemático: 1. Propaganda 659.1 2. Publicidade 659.1 REALIZAÇÃO Universidade da São Paulo Escola de Comunicações e Artes Departamento de Relações Públicas, Pública Propaganda e Turismo Curso de Publicidade e Propaganda I Pró-Pesq PP – Encontro de Pesquisadores em Publicidade e Propaganda. Data de realização: 26 e 27 de agosto de 2010. Reitoria da USP - Prof. Dr. João Grandino rodas Pró-Reitor de Pesquisa – Prof. Dr. Marco Antonio Zago Pró-Reitor de Pós-Graduação – Prof. Dr. Vahan Agopyan Pró-Reitor de Cultura e Extensão – Profa. Dra. Maria Arminda do Nascimento Arruda Pró-Reitora de Graduação – Profa. Dra. Telma Maria Tenorio Zorn Diretor da ECA/USP – Prof. Dr. Mauro Wilton de Souza Chefe do Departamento de Relações Públicas, Propaganda e Turismo (CRP) – Profa. Dra. Margarida Maria Kroling Kunsch Presidente da Comissão de Graduação - Prof. Dr. Arlindo Ornelas Figueira Neto Coordenação do PPGCOM – Profa. Dra. Maria Immacolata Vassallo de Lopes COORDENAÇÃO/ORGANIZAÇÃO DO EVENTO: Profa. Dra. Clotilde Perez Prof. Dr. Eneus Trindade SECRETARIA EXECUTIVA, PESSOAL DE APOIO E DIVULGAÇÃO Idalina Schiavolin Bibiana Stholer Sabença de Almeida Bruno Pompeu Marques Filho Midierson Maia Nicolás Llano Liñares DIRETORIA EXECUTIVA DA ASSOCIAÇÃO BRASILEIRA DE PESQUISADORES EM PUB- LICIDADE -ABP2 TRIÊNIO 2010 A 2012 E CONSELHO CIENTÍFICO PRÓ-PESQ PP DIRETORIA EXECUTIVA Presidente: Prof. Dr. Eneus Trindade Barreto Filho (ECA/USP) Vice-presidente: Profa. Dra. Maria Clotilde Perez Rodrigues Bairon Santanna (ECA/USP) Diretor administrativo/Financeiro: Prof. Dr. Adolpho Carlos Françoso de Queiroz (UMESP) Leonardo Batista (ECA/USP) Diretores Científicos: Prof. Dr. Jean Charles Jacques Zozzoli (UFAL) e Prof. Dr. Leandro Diretor Editorial: Profa. Dra. Maria Lília Dias de Castro (UFSM) Diretor de Relações Internacionais – Prof. Dr. Pedro Antonio Hellín Orutño (Universidad de Murcia-Espanha); Diretor de Comunicação/Difusão: Prof. Dr. Dirceu Tavares de Carvalho Lima Filho (UFPE) Diretor de Documentação: Prof. Dr. Goiamérico Felício Carneiro dos Santos (UFG) CONSELHO FISCAL Prof. Dr. Talvani Lange (UFPR) Prof. Ms. Walter Freoa (Faculdade Cásper Líbero) Prof. Dr. Guilherme Nery Atem (UFF-RJ) COMITÊ REGIONAL Região Norte - Prof. Ms. Luiz Cézar S. dos Santos (UFPA) Região Nordeste – Prof. Dr. Aryovaldo de Castro Azevedo Junior (UFRN) Região Centro-Oeste – Prof. Dr. Asdrúbal Borges Formiga Sobrinho (UNB) Região Sudeste – Prof. Dr. João Luiz Anzanello Carrascoza (ESPM e ECA/USP) Região Sul – Profa. Dra. Maria Berenice da Costa Machado (UFRGS) CONSELHO CIENTÍFICO PRÓ-PESQ PP E ABP2 Prof. Dr. Adolpho Carlos Françoso de Queiroz (UMESP) Prof. Dr. Dirceu Tavares Carvalho de Lima Filho (UFPE) Prof. Dr. Arlindo Ornelas Figueira Neto (ECA/USP) Prof. Dr. Aryovaldo de Castro Azevevo junior (UFRN) Prof. Dr. Asdrúbal Borges Formiga Sobrinho (UNB) Profa. Dra. Clotilde Perez (ECA/USP – PUC-SP) Prof. Dr. Dirceu Tavares de Carvalho Lima Filho (UFPE) Prof. Dr. Eneus Trindade (ECA/USP) Profa. Dra. Flaílda Garbogini (PUCCAMP-SP) Prof. Dr. Gino Giacomini Filho (ECA/USP e USCS) Prof. Dr. Goiamérico Felício Carneiro dos Santos(UFG) Prof. Dr. Guilherme Nery Atem (UFF- RJ) Prof. Dr. Hugo Salinas Fortes Junior (ECA/USP) Prof. Dr. Heliodoro Bastos (ECA/USP) Prof. Dr. Ivan Santo Barbosa (ECA/USP e UNICAMP) Prof. Dr. Jean Charles Jacques Zozzoli (UFAL) Prof. Dr. João Anzanello Carrascoza (ECA/USP e ESPM) Prof. Dr. Leandro Leonardo Batista (ECA/USP) Profa. Dra. Maria Berenice da Costa Machado (UFRGS) Profa. Dra. Maria Lília Dias de Castro (UFMS) Prof. Dr. Massimo Canevacci (Universitá La Sapienza de Roma - Itália) Prof. Dr. Mitsuru Higuchi Yanaze (ECA/USP) Profa. Dra. Nilda Jacks (UFRGS) Prof. Dr. Paulo de Oliveira Nassar (ECA/USP) Prof. Dr. Paulo Lencastere (Universidade Católica do Porto - Portugal) Prof. Dr. Pedro Antonio Hellin Ortuño (Universidad de Murcia -Espanha) Prof. Dr. Ricardo Camargo Zagallo (ESPM) Profa. Dra. Sandra Maria Ribeiro de Souza (ECA/USP) Prof. Dr. Sérgio Bairon (PUC-SP) Prof. Dr. Talvani Lange (UFPR) Prof. Dr. Vander Casaqui (ESPM) Prof. Dr. Victor Aquino Gomes Corrêa (ECA/USP) FINANCIAMENTOS: Fundação de Amparo à Pesquisa do Estado de São Paulo – FAPESP Pró-Reitoria de Cultura e Extensão Universitária da USP APOIOS: Programa de Pós-Graduação em Ciências da Comunicação – PPGCOM Curso de Especialização em Gestão de Comunicação em Marketing ECA/USP Curso de Especializaçao em Pesquisa de Mercado em Comunicação ECA/USP Grupo de Estudos Semióticos em Comunicação, Cultura e Consumo – GESC 3 Revista Signos do Consumo CRP/ECA/USP Sumário APRESENTAÇÃO..............................................................................................................................13 CONFERÊNCIAS.................................................................................................................................17 Los estudios de Publicidad y Relaciones Públicas en España dentro del Marco de la Con- vergencia Universitaria Europea. Um olhar híbrido na pesquisa entre Propaganda e Re- lações Públicas Pedro Hellín..........................................................................................................................................................18 As três miopias da marca Paulo Lencastre...................................................................................................................................................38 A pesquisa sobre recepção e publicidade Nilda Jacks............................................................................................................................................................42 A Pesquisa em Publicidade e Propaganda na INTERCOM Jean Charles Jacque Zozzoli............................................................................................................................57 PROPAGANDA E LINGUAGENS.....................................................................................................83 As Marcas em Programas de Televisão Bibiana Stohler de Almeida............................................................................................................................84 O Campo Publicitário e o Processo de Consagração de 1984 Tatiana Guenaga Aneas....................................................................................................................................96 Transmedia Storytelling: Publicidade, Narrativa e Consumo Marcela Costa da Cunha Cachel e Karla Regina Macena Patriota Bronsztein..........................109 Patrícia Lopes Damasceno...........................................................................................................................123 Design Gráfico e Publicidade e Propaganda: uma Análise de suas Relações A Construção da Identidade Feminina em Publicações para Consumidoras de Baixa Renda Michele Del Monte...........................................................................................................................................137 A Narrativa Publicitária do Dinheiro no Brasil: Uma Análise Inicial Bianca Leite Dramali.......................................................................................................................................149 A Imagem de Che Guevara como Artefato Semântico para a Criação Publicitária Francisco Norton Falcão Chaves................................................................................................................163 Publicidade: Espelho da (Contra) Cultura Talvani Lange....................................................................................................................................................178 ....................................................................................................................................191 ATransferênciaNicolás Llano Linares. Simbólica de Significado no Sistema Alimentar Merchandising Televisual: Análises em Programas Regionais e Nacionais de Tevê Darciele Marques, Fernanda Ferrari, Helen Barcelos e Iuri Lopes e Flavi Ferreira Lisboa Fiho..........................................................................................................................211 As Relações Culturais entre Infância e Mídia através da Memória Sonora Maria Clara Sidou Monteiro e Raimundo Nonato de Lima.............................................................227 A Publicidade como Texto da Cultura e a Retórica do Entretenimento Regiane Miranda de Oliveira Nakagawa.................................................................................................240
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