Jovens da periferia e suas apropriações a partir de marcas publicizadas pelo funk ostentação

Abstract

It is not new that the announcers have directed the contact with the consumers through product placement actions and/or soft sponsoring that, in its definition, regarding the insertion of products or brands in an entertainment work involving the exposition of the brands and products hired by the announcer like a selling strategy and promotion that enables impact or brand experience. Another action perceived linking brands with the entertainment contents is the perspective found in musics and videoclips of Funk Ostentação that advertises in their contents consumer goods spontaneously and intentionaly, making possible the apropriation and linking of differents meanings to the youths from the periphery. The research proposal to this monography focuses in this theme and to discuss this subject, the issue problem seeks to comprehend how the youths of the periphery of Porto Alegre appropriate themselves of the brands that are advertised spontaneously in the contentes of the Funk Ostentação (music and videoclipe). As general objective of this study, it is intended to identify how the musics and videclips of the Funk Ostentação contribute in the process of apropriation of the brands that are advertised in their contents that are consumed by the youths of the periphery of Porto Alegre. As specific objectives, it is intended (1) identify which are the appropriations more evidente about the contente of the Funk Ostentação; (2) identify, between the paid advertising and the spontaneous advertise content (music and/or videoclip), which posses greater acceptance; (3) comprehend how occurs the appropriation of meanings of the brands by the youths. The research is divided in three stages: theorical, empiric and the articulation between both, beeing the first composed by the bibliographic review, the second constitutes a field research, which had the form of data collection conducting individual and group interviews that happened presentially with 10 youngs of the Lomba do Pinheiro and São Jose districts (periphery of Porto Alegre City), then after are analysed by the method of analisys of contente based in the supertemas proposal of Orozco Gómez (1997). As results, it notes the existence of three kinds of appropriations about the contents of Funk Ostentação: information, entertainment and cultural appropriation; that the reception of the message transmitted by the Funk Ostentação contents contribute for na appropriation of the brands more eficiently than a advertising message; and that the appropriation of the brands advertised by the Funk contents occurs in the levels of knowledge, perception and consumption.