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| Author(s): |
Magda dos Santos Ribeiro
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Filosofia, Letras e Ciências Humanas (FFLCH/SBD) |
| Defense date: | 2011-02-14 |
| Examining board members: |
Rose Satiko Gitirana Hikiji;
Maria Filomena Gregori;
Sylvia Maria Caiuby Novaes
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| Advisor: | Rose Satiko Gitirana Hikiji |
| Abstract | |
This work presents an anthropological reflection about the modes of acting and thinking observed in business environments, as well as the effects of social agency exercised by brands within the universe of consumption goods. When proposing such reflection, this work has as departing point different enterprises, among them national and multinational corporations, advertising agencies and mercadological research institutes, highlighting the production and the flux of knowledge, images, categories and concepts, on these spaces. After reflecting about the practices of the inside of business environments and, in special, about their capacity of producing autonomous entities, this work focuses in the analysis of distribution and circulation of a specific brand, the brazilian sandals brand Havaianas. This specific brand analysis is made up from the uncountable fragments of its exposition, among them the narrations and opinions of marketing professionals, advertisers and business men, descriptions of corporative strategies and, above all, advertising images. All of these elements, when articulated, show the effects and the consequences of the social existence of this brand. Thus, the work analyze the capacity of brands and business environments in inventing categories, notions and culture, putting, face to face anthropological and business thinking. (AU) | |
| FAPESP's process: | 08/01867-0 - Brands World: The consumption as a place of representation of people and goods. |
| Grantee: | Magda dos Santos Ribeiro |
| Support Opportunities: | Scholarships in Brazil - Master |