Representações identitárias de consumidores em publicidade de cerveja na TV (um estudo de caso das marcas Antarctica, Brahma e Skol)

• Main Author: Neves, Fabiana Nogueira
• Other Authors: Trinta, Aluizio Ramos, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4761247H8, Leal, Paulo Roberto Figueira, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4739186U3, Serpa, Marcelo Helvecio Navarro, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4753606H9
• Format: Thesis
• Language: Portuguese
• Published: Universidade Federal de Juiz de Fora (UFJF) 2011
• Subjects: Identidades; Cerveja; Marcas; Televisão; Publicidade; Identity; Beer; Brands; Television; Advertisement; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO; Boa; Redondo; Antarc*; Antarctica
• Online Access: https://repositorio.ufjf.br/jspui/handle/ufjf/2676

This dissertation was taken from three assumptions: the centrality that media, especially television, acquired as a provider of identity models to contemporary subjects; the social consumption significance and publicity as its mediator, on production halo. In focus is beer market. The main aim of th...