Neuromarketing e redação publicitária : uma análise da campanha carona de pai, da Fundação Thiago de Moraes Gonzaga.

Abstract

The present study has as main objective to understand how the neuromarketing optics can help in the comprehension of redaction strategies, through an analysis of the Carona de Pai campaign, of the Thiago de Moraes Gonzaga Foundation. The specific objectives are to understand the neuromarketing strategies that can be used by professionals; define categories of analysis that can be applied in order to be able to analyze, in the light of neuromarketing assumptions, a particular object of study; and to identify these strategies based on the publicity writing of the object of study chosen for this work. The problem is to analyze in the light of the neuromarketing assumptions the Carona de Pai campaign, translating into results that may be used to analyze other campaigns under the same optic. The work is divided into four chapters: the first one proposes to carry out the state of the artistic advertising writing, in which the authors Martins (1997), Gonçalves (2013), Figueiredo (2005), Carrascoza 2003, 2004) and Roman Jakobson (1995). The second chapter approach the concept of the neuromarketing and the main characteristics, through the understanding of how the human brain works when it is impacted by a message, until strategies that can be used to make it happen more easily. For that, the authors, Gonçalves (2013), Lindstrom (2008), Peruzzo (2015), among others were approached. The third chapter presents the applied methodology for the achievement of the proposed objectives. To achieve the objectives, methodological procedures such as bibliographic research, exploratory research and in-depth interviews were used. The interview was necessary so that the conception of the Carona de Pai campaign could be interpreted in the light of the presuppositions of neuromarketing. The fourth chapter gives an overview of traffic accidents, information regarding the campaign and the analysis of the present research.