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Marca Mundial, Comunicaã‡Ãƒo Global? A Publicidade Dos Biscoitos Americanos Oreo No Cenã Rio Globalizado

Author

Listed:
  • Nicole Pereira Citton
  • Anelise Rublescki

Abstract

O artigo discute os anúncios publicitários veiculados pela marca mundial de biscoitos Oreo, cotejando com conceitos de identidade e globalização a partir de Hall (2006), Canclini (2010) e Bauman (2000, 2005) e sobre cultura, com Malinowski (1970) e Wagner (2010). Tendo como corpus peças publicitárias de três diferentes países, analisa sua potencialidade em gerar identificação com o público consumidor. Apresenta os resultados da empresa e explica o seu sucesso no Brasil. Metodologicamente, trata-se de um artigo teórico-empírico, desenvolvido por revisão bibliográfica e estudo de caso.

Suggested Citation

  • Nicole Pereira Citton & Anelise Rublescki, 2016. "Marca Mundial, Comunicaã‡Ãƒo Global? A Publicidade Dos Biscoitos Americanos Oreo No Cenã Rio Globalizado," Contribuciones a las Ciencias Sociales, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 2016-07, July.
    • Handle: RePEc:erv:coccss:y:2016:i:2016-07:14
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