The scientific production from 2006 to 2018 in journals about advertising and intercultural relations among countries and comparisons between South Korea's, the East's and Brazil's ways of advertising

• Grant number: 17/14560-9
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): January 01, 2018
• Effective date (End): December 31, 2018
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Eneus Trindade Barreto Filho
• Grantee: Thaís Cancian Cortesia
• Host Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

This Undergraduate Research Mentorship Project seeks to provide support to the main project "Trends in Advertising and Consumption Research in Brazil - 2006 to 2018: the construction of a subfield of communication research", through the analytical-comparative study of advertising communication in countries of the world, with a focus on Asian countries, such as South Korea and Japan, in dialogue with Brazil and other Western countries, in order to highlight properties, configurations, distinctions and intercultural tendencies. At the same time, it seeks to analyze the influence of advertising on consumer behavior, its roles of intercultural connection in the midst of media vehicles of communication and the strengthening of globalization, in addition to its insertion, presence and outstanding performance in the entertainment industry. Therefore, Brazilian journals that explore the theme of advertising and the intercultural relations that exist in it will be investigated as part of the theoretical basis, also relying on the ideas, theories and concepts of social communication intellectuals. (AU)