Exclusividad: un estudio de anuncios del mercado de automóviles de lujo en Brasil
DOI:
https://doi.org/10.25770/artc.18817Palabras clave:
Luxo, Premium, Consumo, Publicidade, Indústria Automobilística.Resumen
El consumo del mercado de lujo ofrece algunas peculiaridades y algunas similitudes con otros sectores. Teniendo en cuenta que los consumidores compran, usan y eliminan productos de una manera que sea consistente con sus valores (HOYER; MACLNISS, 2012), el objetivo principal de este estudio es identificar los principales discursos trabajados por la publicidad con la intención de llevar a las personas a comprar productos. lujo en Brasil bajo cualquier circunstancia económica. Para ello, se propone estudiar el discurso publicitario de los anuncios impresos relacionados con el sector del automóvil; con un recorte para la comunicación de dos marcas de lujo, a saber: Mercedes y Audi. En esto, también dialogamos con autores como Strehlau (2015), Giglio (2003) y Campanário (2015), entre otros.
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- 2021-10-14 (2)
- 2021-10-06 (1)
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