Tem que ter japonesa e kimono e japonês de terno? A identidade nikkey nas campanhas publicitárias: a representação dos japoneses e japonesas nos comerciais de TV do Brasil

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The purpose of this dissertation is to analyze the representation of Japanese descendents through advertising campaign of the electronic company Semp Toshiba, showned during de 1990s on TV network in Brazil. The main objective is to find the answer to the question of what makes Japanese men always be represented with suits and related to modernity and echonology, and Japanese women with traditional clothing and relatad also to the ancient times. As methodological and theoretical basis, Geertz and the dense description will be used to deepen the analysis of the advertising campaings to find out, afterwards, recurrent and commom points that will will be found to lead to this dissertations objective, using what Gastaldo titled as ad world ethnography. Halls concept of culture and also his concept of identity will be used, as well as Cuches concept. Stereotype will be based on Pereiras theory and the campaign analysis will be guided by Gastaldo and his ad world ethnography. Through Geertz, the ads will be analysed deeply and then recurrent points will be identified to lead to this dissertations objective.

ASSUNTO(S)

imagem dos japoneses anos 1990 stereotype 1990s estereótipo brazil brasil image of the japanese advertising publicidade comunicacao

ACESSO AO ARTIGO

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