Publicidade e Propaganda
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Monografia Acesso fechado O uso de arquétipos na construção de grandes marcas: estudo de caso da marca Adidas(2017) Francelino, Sarah CachoeiraThis work of course completion aims, through a bibliographical analysis and case study, talk first about brand building and relate such subject to the theory of archetypes formulated by Jung. Also, check for the presence of archetypes in the Adidas brand advertisements and which archaeal images can be observed in order to evaluate how these images can contribute to the construction and / or maintenance of a strong brand in the market. In the two Adidas branded ads reviewed in the survey, one can see how this is visible especially by the use of the archetypal image of the hero in their advertising campaigns. Through this study, it was possible to perceive the importance archetypes, that they can serve as an important tool marketing position of a brand.