O CONSUMISMO E A DIMENSÃO ESPIRITUAL DAS MARCAS: UMA ANÁLISE CRÍTICA

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This thesis has the purpose to prove that, in the consumer society, consumerist individuals transcend their functional relation toward merchandises, trying to obtain, through prestige brands, a spiritual dimension that replaces or complement the traditional religious experiences, and that is fetished. Consumerism is a superlative of purchases, belongings and use, a dependence of non essential goods (superfluous) to satisfy endless desires. It is impossible to satisfy endless desires: therefore the expression transcendental goal of consumption, beyond the capacity to be achieved. The transcendental dimension of consumption, through the symbolism of merchandises potencialized by the prestige brands, give enchantment and sense to the individual, and fulfills the territory that belonged to the family, Church and community. The subject tries to obtain, with the brand-fetished merchandise, a satisfaction of his mimetic desire, and/or compensate absent or fragile values, which is strengthened by advertising. The ultimate meaning of life of materialistic individuals produces immediate effects which are positive for them as well for the economy, but in the future potentially negative for the planet, for the society, as well as for the individuals.

ASSUNTO(S)

mercado, propaganda e marketing consumo, consumo conspícuo e consumismo necessidades, desejos e desejo mimético marcas de prestígio e religião das marcas fetiche/fetichismo religião/espiritualida ciencias humanas market, advertising and marketing consumption, conspicuous consumption and consumerism needs, desires and mimetic desires prestige brands and religion of brands fetish/fetishism religion, spiritu

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