Imitative advertising and impact in consumer
The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research i...
| Autor: | |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2014 |
| País: | Brasil |
| Institución: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | Intexto (Porto Alegre) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/47823 |
| Acceso en línea: | https://seer.ufrgs.br/index.php/intexto/article/view/47823 |
| Access Level: | acceso abierto |
| Palabra clave: | Publicidade imitativa. Consumidor. Consumerismo. Propaganda imitativa. Imitação. Imitative advertising. Consumer. Consumerism. Imitative propaganda. Imitation. |
| Sumario: | The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research in order to construct concepts and theoretical models linked to imitative advertising and consumer, besides interviews about the theme with four experts. The results shows that imitative advertising may generate impacts as to confuse the consumer, to harm consumer decisions about advertisers, their brands and products. Consequently, the laws and norms about the theme in Brazil could be improved. |
|---|