Glocal, global e local na publicidade â o exemplo do caso HSBC
AUTOR(ES)
VerÃnica de FÃtima Pereira Lemos
DATA DE PUBLICAÇÃO
2002
RESUMO
This research is a theorical contribution for the Communication Science through the investigation of the contemporary advertisement production. We search tools to elucidate a research problem which is based on the usage of local cultural references in a society to transmit to the audience ideas for a global world. The media, as one of the segments of propagation and strength of the hegemonic power, came to interfere in the space and time people around the world live, through the mediatization of the human dimension. Therefore, the center of this investigation is the media behavior like a channel for the change of local and global information. The language of the researched campaign and the environment in which it is presented, the Brazilian society, are representative of the local aspect. The global aspect is presented by big customers around the world and also the technical resources used in the construction of the communication message for these organizations. We argument that for the usage of the cultural particularities to illustrate advertisement, the experience of the publicity is crossing between a language that intend to be universal and, at the same time, work with resources only accessible to a specific public, the local people. A movement that searches universal tools to reach a more diversified public is created. This movement runs the same way as a modeled message focused on specific references of a locality. In such case, from one side the society consumes advertisement and, from another side, it produces elements that feed the publicity creation. In this campaign we can find singular forms to communicate the culture that socializes the people from a specific area and categorize them, supplying them with identity material. A discussion about the construction of the advertisement and the historical and economical context in which this communication is inserted is presented here
ASSUNTO(S)
glocal sociedade society local publicidade local identidade global global advertisement glocal comunicacao identity
