A reação do regional diante do global : análise das campanhas publicitárias do Supermercado Miller e do Hipermercado Big na Região de Santa Cruz do Sul - RS.

Abstract

The way regional companies react to the settlement of transnational corporations in specific regions of the world have demonstrated the formation of conflict areas between the spot and whatever comes from the outside. Basing this process on globalization, the expansion of capitalism, the displacement of the organizations, and the reaction of regional companies that have their incomes in local bases and seek to articulate themselves to stay competitive in the global market. Associated with the intense economic process is also perceived that cultural processes, from the culture globalization, cultural hybridity, products coming from cultural industries and a society focused on consumption, heightened the already existing tension between the regional and the global. This can be seen from regional and transnational companies located in Rio Grande do Sul, studied in this paper. The present study sets itself to understand how the reaction of regional occurs, represented by Supermarket Miller, before the installation of Big Hypermarket in Santa Cruz do Sul, in Vale do Rio Pardo - RS, having as analytical focus ad campaigns for both establishments. At first, a mapping and analysis about the layout in the city of these two developments was made and, after, an analysis focused in the used media and the elements that took part in both hype. To understand the current scenario in which these companies operate, the research used as the head authors David Harvey, Milton Santos, Anthony Giddens, Renato Ortiz, Armand Mattelart, Néstor García Canclini and Stuart Hall. As analysis strategy, this study seeked to analyze these campaigns having as analytical categories the elements of a campaign, based on studies of Toaldo and Machado (2013). With this information, the study found that the Big Hypermarket used media that addresses to the masses, showing in its campaign elements of global culture, regardless to regional or cultural aspects of the area concerned. Miller supermarket used a media that was directed to the region in which it operates, carrying elements in its campaign seeking to create bonds with their service territory, taking advantage of its German identity, appealing to the quality of its products and differentiated service. So, it was observed that Miller Supermarket, unlike Big Hypermarket, sought to establish a bond of belonging between the supermarket and its customers.