| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.48 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta dissertação estuda de que forma a publicidade impressa contribui para a
construção de marcas de luxo. Inicialmente é trabalhado o conceito de luxo de
forma aprofundada, elencando os seus principais autores e respetivas teorias
identificando ainda os principais atributos deste tipo de produtos e serviços.
Posteriormente é desenvolvido o conceito de marca, em conjunto com os
modelos de construção de marca, focando a análise do modelo proposto por
David Aaker com o intuito de compreender melhor quais os principais ativos aos
quais uma marca deve estar atenta se quer estar presente neste sector.
Numa segunda parte deste estudo desenvolveu-se um método de investigação
que engloba a análise de um corpus de 232 anúncios retirados da revista
Wallpaper durante o ano de 2012. Trabalhou-se este conjunto de anúncios por
um lado através de uma análise extensiva, quantitativa, e por outro lado através
de uma análise semiótica, qualitativa.
Procurou-se deste modo compreender o que torna único este tipo de marcas no
que diz respeito ao contributo do seu discurso publicitário para a sua afirmação e
posicionamento no sector do luxo.
Através deste estudo foi possível identificar o importante contributo da
publicidade para o sucesso, crescimento e manutenção de uma marca de luxo.
Foi possível concluir que é determinante para este tipo de marcas manter de
forma coerente e contínua a sua identidade ao longo do tempo. A narrativa
publicitária em imagem impressa, assume-se como um importante agente
comunicacional, possibilitando e potenciando ligações emocionais duradouras a
longo prazo com os seus consumidores, consolidando a marca, e reforçando a
sua identidade.
ABSTRACT: This dissertation studies how print advertising contributes to building luxury brands. Initially it was worked the concept of luxury in detail, listing their respective authors and major theories also identifying the key attributes of such products and services. After, it was developed the brand concept, together with the models for building brands, focusing the analysis of the model proposed by David Aaker in order to better understand which are the main assets to which a brand should be aware if want to be a player in this sector. In the second part of this study it was developed a research method that includes the analysis of 232 advertisements taken from Wallpaper magazine during the year 2012. This set of ads was worked through extensive analysis, quantitative, and secondly through a semiotic analysis, qualitative. It is expected to have a better understanding what makes this kind of brands unique, with regard to the contribution of his advertising speech for his statement and positioning in the luxury sector. Through this study it was possible to identify the important contribution of advertising to the success, growth and maintenance of a luxury brand. It was concluded that it is vital for this type of brands to keep a consistent and continuous identity through time. The narrative advertising, in print image, is an important communication agent, boosting emotional connections and providing lasting and long-term relationships with their consumers, consolidating the brand and strengthening its identity.
ABSTRACT: This dissertation studies how print advertising contributes to building luxury brands. Initially it was worked the concept of luxury in detail, listing their respective authors and major theories also identifying the key attributes of such products and services. After, it was developed the brand concept, together with the models for building brands, focusing the analysis of the model proposed by David Aaker in order to better understand which are the main assets to which a brand should be aware if want to be a player in this sector. In the second part of this study it was developed a research method that includes the analysis of 232 advertisements taken from Wallpaper magazine during the year 2012. This set of ads was worked through extensive analysis, quantitative, and secondly through a semiotic analysis, qualitative. It is expected to have a better understanding what makes this kind of brands unique, with regard to the contribution of his advertising speech for his statement and positioning in the luxury sector. Through this study it was possible to identify the important contribution of advertising to the success, growth and maintenance of a luxury brand. It was concluded that it is vital for this type of brands to keep a consistent and continuous identity through time. The narrative advertising, in print image, is an important communication agent, boosting emotional connections and providing lasting and long-term relationships with their consumers, consolidating the brand and strengthening its identity.
Description
Keywords
Luxo Marcas de luxo Modelos de construção de marca Tipos de luxo Publicidade impressa Semiótica Imagens Publicidade - contributos Luxury Luxury brands Brands building models Luxury types Print advertising Semiotics Images Advertising contribution