On consumption, censorship, beer, and celebrity: Building the meaning for the Devassa brand
DOI:
https://doi.org/10.11606/issn.1982-8160.v5i1p227-245Keywords:
Devassa brand, teaser, identifier signs, representation of womenAbstract
This article aims to reflect on the assumptions of the advertising activity by presenting and analyzing the Devassa Bem Loura beer launch campaign in Brazil. The case represents a transition from traditional advertising, practiced since the beginning of the last century through paid insertions into the media, using an invasive model of persuasion, to current advertising, which seeks to engage consumers on multiple media platforms, no longer by imposing sales arguments, but, rather, by invitation and the consenting participation of Internet users in promoting the brand. The article discusses the assumptions of the advertising activity in this transition scenario and presents the creative, visual, and verbal elements that now constitute the brand's signs of identity and personality.Downloads
Download data is not yet available.
Downloads
Published
2011-12-15
Issue
Section
Em Pauta/Agenda
License
Authors who publish in this journal agree to the following terms:
- Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-SA 4.0) which allows sharing of the work with acknowledgment of authorship and initial publication in this journal for non-commercial purposes.
- Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, publishing in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
How to Cite
Ribeiro de Souza, S. M. (2011). On consumption, censorship, beer, and celebrity: Building the meaning for the Devassa brand. MATRIZes, 5(1), 227-245. https://doi.org/10.11606/issn.1982-8160.v5i1p227-245