Releitura de marca: percepção do consumidor universitário de São Borja através dos animês

Abstract

The theme of the present paper is an element of the Japanese pop culture, more specifically, the anime. The anime is every animated audiovisual product produced in Japan with important traces and characteristics of it’s culture. It’s also known that from these characteristics the anime presents a great variety of genres, some of them have narratives about the daily aspects of their current reality, including reads of brands. In this matter, the objective of this paper is to understand the perception of the university student consumer from São Borja in regard of the rereading of the brand McDonald’s present in the Hatakaru Maou-sama. For the development of this objective, it was used the theoric perspective of such authors as Cevasco (2003), Shiffman and Kanuk (2015), Solomon (2008), for consumption and perception of the consumer. Pinho (1996), Perez (2004) and Costa (2011) for conceptualization of the brand. Jenkins (2008) and Santaella (2003) for the conceptualization of ciberculture, among others. As methodology, it was done exploratory research with the bibliography and questionnaire application to narrow the sampling for the next stage, which was the realization of a focus group. The conclusion of this paper is that the anime is form of entertainment that surprise it’s viewers with the narrative and, in São Borja, there is a significant parcel of consumers. Even further, from this research we can see that there is a symbolic consumption of the product through the anime and the rereading of these brands within the narratives awaken the consumer’s perspective, which produces a sense of closeness and familiarity.