Publicidade e nostalgia: uma análise da estética retrô presente nas embalagens da marca “That Girl”

Abstract

The present paper was developed with the main objective to analyze how the retro style is used on persuasion elements in the “That Girl” brand package. For this, this work begins from an exploratory research with qualitative perspective, divided by two moments: the first one, developed from a bibliographic research that discusses possible relations between the concepts of package, persuasion, advertising and nostalgia, based in authors such as Kotler and Keller (2012), Negrão and Camargo (2008), Moderno (2000), Péon (2003), Plutarco and Botelho (2012) and Solomon (2016); the second, deals with conducting an indepth interview with the brand owner, Maria Fernanda Mamede in order to characterize our object of study due to the scarcity of material regarding the brand’s history. To perform such interviews, the technique of content analysis according to Bardin (1977) is being used, aiming to relate the concepts previously seen with the object of analysis: the package of the “That Girl” brand, which are distinguished because such package constitute a “pin-up” as a character. This research line resulted in an analysis that identified the use of emotional persuasion in all categories that produces the “That Girl” brand package.