Exclusivity: a study of advertisements of the luxury automobile market in Brazil
Keywords:Luxo, Premium, Consumo, Publicidade, Indústria Automobilística.
The consumption of the luxury market offers some peculiarities and some similarities with other sectors. Considering that consumers buy, use and dispose of products in a way that is consistent with their values (HOYER; MACLNISS, 2012), the main objective of this study is to identify the main discourses worked by advertising with the intention of leading people to buy products from luxury in Brazil under any economic circumstances. For this, it is proposed to study the advertising discourse of print ads related to the automobile sector; with a cutout for the communication of two luxury brands, namely: Mercedes and Audi. In this, we also dialogue with authors such as Strehlau (2015), Giglio (2003) and Campanário (2015), among others.
- 2021-10-14 (2)
- 2021-10-06 (1)
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