Estética publicitária e a Classe C: a representação do gosto no consumo popular

Abstract

This study seeks to understand if advertising, through its aesthetics form, is able to talk with the class C people efficiently. To make this happen, the public to being approached are the women of this class, in view of their important role in front of the family's consumption, in all instances. Therefore, the study aims to describe and analyze the social context and preferences of class C women, in order to understand if advertising reflects the references of tastes that the public has. For this, we shall discuss issues about social classes, their organization and influence facing to lifestyles and preferences of individuals consequently. This study used as the main bibliographic method the ethnography, through in-depth interviews talk with the women of class C and understand their social relations, consumption, and understanding in advertising targeted to her through segmented magazines. As the result I could notice that advertising still don’t know talk effectively to this woman and dont’ understand their way of life and movements ahead to the consumption. The conflict between advertisement and public is visible and it is noticed that many times the public does not understand the advertisement through aesthetics and textual form present.