A memória teleafetiva no comercial "não esqueça minha Caloi"
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Arquivos
Data
2023-08-11
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Linguística, Letras e Artes
Modalidade de acesso
Acesso aberto
Editora
Autores
Fucilini, Mauro Roberto
Orientador
Bressan Júnior, Mário Abel
Coorientador
Resumo
Esta dissertação tem como tema a memória teleafetiva do comercial Não esqueça a minha Caloi, veiculado na televisão nos anos 80 e que voltou, ressignificado, em 2018, na página de Facebook da empresa. Apresenta como objeto de análise os comentários do vídeo Manifesto não esqueça a minha Caloi. O objetivo geral se constituiu em analisar o citado vídeo sob a ótica da memória afetiva e teleafetiva no contexto da hipermodernidade, tendo como objetivos específicos: verificar como o comercial criou memórias afetivas; identificar os elementos evocadores de memória teleafetiva no vídeo Manifesto não esqueça a minha Caloi e verificar nos comentários do vídeo os tipos de memórias evocadas. Para isso, foram estudados temas referentes à televisão, como aspectos sociais, comerciais, o laço social e publicidade. Em relação à memória, foram mostrados os conceitos e caminhos teóricos referentes à memória coletiva, afetiva e teleafetiva. A metodologia aplicada foi a análise de conteúdo de Laurence Bardin (2011) e os principais resultados mostram que o manifesto criado pela marca evocou memórias teleafetivas por apresentar objetos que serviram de “gatilhos” para a rememoração e comprovam que evocar as memórias afetivas e teleafetivas é uma tática favorável às marcas que querem ter uma relação de confiança e proximidade com os consumidores.
This dissertation is about the tele-affective memory of the commercial Don't forget my Caloi, broadcast on television in the 1980s and which returned, re-signified, in 2018, on the company's Facebook page. It presents as object of analysis the comments of the video Manifesto Don't forget my Caloi. The general objective was to analyze the aforementioned video from the perspective of affective and teleaffective memory in the context of hypermodernity, with the following specific objectives: to verify how the commercial created affective memories; to identify the evocative elements of teleaffective memory in the video Manifesto don't forget my Caloi and to verify in the comments of the video the types of memories evoked. For this, we studied topics related to television, such as social aspects, commercials, the social bond and advertising. Regarding memory, the concepts and theoretical paths related to collective, affective and teleaffective memory were shown. The methodology applied was the content analysis of Laurence Bardin (2011) and the main results show that the manifesto created by the brand evoked teleaffective memories by presenting objects that served as "triggers" for remembrance and prove that evoking affective and teleaffective memories is a favorable tactic for brands that want to have a relationship of trust and closeness with consumers.
This dissertation is about the tele-affective memory of the commercial Don't forget my Caloi, broadcast on television in the 1980s and which returned, re-signified, in 2018, on the company's Facebook page. It presents as object of analysis the comments of the video Manifesto Don't forget my Caloi. The general objective was to analyze the aforementioned video from the perspective of affective and teleaffective memory in the context of hypermodernity, with the following specific objectives: to verify how the commercial created affective memories; to identify the evocative elements of teleaffective memory in the video Manifesto don't forget my Caloi and to verify in the comments of the video the types of memories evoked. For this, we studied topics related to television, such as social aspects, commercials, the social bond and advertising. Regarding memory, the concepts and theoretical paths related to collective, affective and teleaffective memory were shown. The methodology applied was the content analysis of Laurence Bardin (2011) and the main results show that the manifesto created by the brand evoked teleaffective memories by presenting objects that served as "triggers" for remembrance and prove that evoking affective and teleaffective memories is a favorable tactic for brands that want to have a relationship of trust and closeness with consumers.
Palavras-chave
Televisão, Memória Teleafetiva, Hipermodernidade, Caloi