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dc.contributor.advisorHenn, Ronaldo César
dc.contributor.authorGrisa, Jairo Ângelopt_BR
dc.date.accessioned2015-03-05T17:53:49Z
dc.date.accessioned2022-09-22T19:06:40Z
dc.date.available2015-03-05T17:53:49Z
dc.date.available2022-09-22T19:06:40Z
dc.date.issued2008-06-19
dc.identifier.urihttps://hdl.handle.net/20.500.12032/57044
dc.description.abstractThis study belongs to the area of Social Communication, being qualitatively oriented and concomitantly exploratory, descriptive and interpretative in character. It emphasizes the consumption of advertising brands in informal commerce, the environment from which the building of happiness meanings starts. Giving up on the solidity of an object – to the point which it is not defined solely as either (1) a study on advertising brands in informal commerce areas that trigger happiness meanings, or exclusively as (2) a pondering over the appropriations of such meanings by flea market consumers, which causes a complete shift from the study of brand support towards the reception area , we migrate from a concrete entity towards another, which is fluid, seeking to build a “time/space” based on the brand-receptor relation. The delineation of a meeting space, taken as a synthesis of the understanding of communication as support and of communication as a social and cultural process, is pursued here. This study therefore aden
dc.description.sponsorshipNenhumapt_BR
dc.languagept_BRpt_BR
dc.publisherUniversidade do Vale do Rio do Sinospt_BR
dc.rightsopenAccesspt_BR
dc.subjectcomércio informalpt_BR
dc.subjectadvertising branden
dc.titleA semiosfera da felicidade: lampejos e trajetos da marca publicitária no espaço do comércio informalpt_BR
dc.typeTesept_BR


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