Orivaldo
O. Gallasso
M A I O
/
J U N H O
D E
2 0 0 6 –REVISTADAESPM
143
MARÇ
/
ABRIL DE
2 07 – R V I S T A D A E S P M
ES
PM
trends to follow. In this case, we
looked back!The paper is the result
of a broad yet meticulous analysis
of the hand-on-hand evolutionof
feminine values andbrand-oriented
advertising from 1961 to this day.
The study included2649
advertisements published in
Claudiamagazine – in 4business
categories: food, personal hygiene,
fashion and financial services.
Guidelines for the studywere: how
press advertising evolved in the
period, inwhichways the image
of womenmay have changed, and
howdidbrands follow the leads.
Muchmore than an exercise in
nostalgia, the experiencemay held
shedding a light toward the future.
SHOPOLOGY – THE CONSUMER
INTHE POINTOF SALE
JOSÉAUGUSTOP.
DOMINGUES
pAgE74
The author explains
Shopology as “a science
which studies the behaviour of
individualsasconsumers”, trying to
evaluate theprocesses that turn
consumers intoshoppers ,and to
assess, indepth, theirmechanisms.
Based on the premise that the
supply of products and services
is practically infinite, when
compared to the income and
purchasing capacity of
individuals–and families– itproceeds
withanevaluationof thecontributionof
PacoUnderhill for theestablishment
of thenewscience.
Theconclusion states that
Shopology,which, at first, seemed to
bea rather restrict fieldof study, has
shown itself as abroadfieldofwork,
with scientificand strategicaspects,
whichdemand–on thepart of its
practitioners – solidacademic
background, aswell as creativity,
commitment andcuriosity.
FROM FLOCKS AND HERDS TO
STYLE – SOMEMODELS FORUN-
DERSTANDINGCONSUMPTION
PEDRO LUIZ
RIBEIRODESANTI
pAgE84
The article intends to present five
models to help understanding
the phenomenon of consumption.
“Consumers” may be appraised
– historically – as an entity
created by the productive process
itself, as ameans to dispose
of production, and also as a
subject in theprocess. In the
latter guise, consumers are
peoplewho seek tobe recognised
by their peers asdifferent,
singular,witha self-styleand/or
belonging toacertain social group.
On the basis of the article, stand
several theoretical models,
derived from thehumanities
(psychology, sociology,
philosophy), all ofwhich
proclaimas false the idea that a
consumermaybeconsidered
as anautonomousbeing,
self-conscious and free to
understandhisdesires and
determinehisownbehaviour.
STRATEGIES TO PERSONALISE
COCA-COLA IN THE MINDS OF
ITSCONSUMERS
ROBERTADIASCAMPOS
pAgE94
Thepurposeof thearticle is to
investigateappropriative
practices, byconsumers, of
objects related to theproduct
Coca-Cola,making them singular in
lifecontexts and thus
becoming ingredients for
identity-building.
Fifteen interviewswereconducted, in
depth,withpersonsbetween theages
of 14and77, belonging to thehigher
socio-economicclass, and living in
Riode Janeiro. Objects, gestures and
memorieswerepresented to
respondents – thefirst group in the
formof photography.Theowner of
the largest collectionofCoca-Cola
memorabilia inBrazilwasone the
the interviewees. (His collectionwas
the sourceofmost of thephotos).
Thedifferent aspectsof intrinsicand
exchangevalues attributed to the
objectswerealsoassessed.
