O Estímulo Audiovisual na Comunicação Publicitária da Marca Havaianas – um Estudo da Recepção a partir da Diferenciação dos Gêneros

Resumo (EN)

"Audiovisual stimuli in the advertising message of the Havaianas trademark - a study of the differences in the way the two genders receive it" is the title of the following dissertation which aims to demonstrate the value of this type of "persuasive" communiqué in attracting and reaching its target public, principally via the television medium. For this, the segmentation of the market is a very necessary result, in the sense of differentiating the masculine from the feminine for, at least, two reasons: first, because of the structural and functional differences that earmark the objective conduct of the consumer and, above all, second, because of the personal or subjective motivations that mobilize the mass public in their consumer ways. The methodological procedures adopted begin with the verification of an empirical study of visual tracking and the differences between the genders, undertaken at Mackenzie University under the direction of Prof. Dr. Salomão Schwartzman. We were not concerned with inquiring into this experiment to which we had access, due to questions of time and redirecting of work. However, beginning with this verification, we delineated the idea of the perceptive visual differences between men and women, with men being more object visually stimulated while women are more sensitive to the so­called social stimuli. Thus, we not only explored the visual stimuli, but the auditory ones as well, aiming to analyze a television commercial that differentiates this gender dispute at the moment of purchasing a product of significant aggregate value to the brand, in the Havaianas's case. The main problem encountered in this study was centered on selecting the communication mode, capable of responding to the realities of the advertising market, to the language of the most expressive medium regarding the phenomenon of consumption and the choice of the pieces that would serve to demonstrate these gender perception differences in the least ideologically compromising manner. By choosing Havaianas, a part of these problems were solved, principally those related to the televised discourse and the way the commercial drives the words, using a humoristic strategy to dismantle the traditional masculine force and assert the role of the woman as potential consumer. Thus, even the communication mode mentioned can be rethought, starting with the intended party. Nevertheless, the main contribution of this research is the field study, where one can see the way young people linked to the advertising and marketing areas identify with the situation proposed in the commercial, with the characters actuating in it, with the product and with the brand that sustains it in the market.
The principal theoretical reference that constituted this, Roman Jakobson's communication model, highlights the agent's role in the process: sender, receiver, mediated by the message. The re-elaboration of this model by David K. Berlo in his book O Processo da Comunicação - Introdução à Teoria e à Prática (1999), emphasizes the function of the receiver and the feedback which comprise the most important key to the understanding of advertising communication. The pre-suppositions of audio-visual stimuli are revisited in the work of Angel Rodríguez A dimensão sonora da linguagem audiovisual (2006); and the televised discourse language, in the text Narrativa Audiovisual (1993) by Jesús García Jiménez. Other authors appear in the dissertation of this phenomenology that illustrates the advent of consumer societies and the spectacle. To specifically address advertising, the work of Leon Schiffman e Leslie Lazar Comportamento do Consumidor (2000) is used, as the end of the receiving process where one can identify what the public consumer feels, thinks and acts. The mediation process of televised language, without a doubt, energizes advertising communication in its assiduousness to divulge a product like the Havaianas brand sandals to its consumers, especially to its preferred public - the women who instinctively conjoin the audio-visual matrixes from head to toe.