Mensagens publicitárias e status social no consumo da cerveja entre jovens, Cidade de Maputo

Abstract

The present project seeks to analyze messages about the beers presented in posters and billboards in the city of Maputo, and to verify their relationship with the construction and expression of social status among young people in the city of Maputo. Volchan et al. mentioned by Pinsky and Jundi (2008: 363) demonstrated, in a series of elegant experiments, “how visual stimuli with emotional content are capable of modulating sensory processing and motor responses, to the point of effectively modify human behavior, this knowledge has served the purposes of alcohol advertising, like any other ”where one of the roles important aspects of beer is to demarcate boundaries, social categories. The analysis of the present work is supported by the ideas of Barbosa (2004), who consumption as a social product that emphasizes the role of the social structure in determining the choices of individuals. This structuralist character of consumption, deals with the social mechanics that lead individuals to submit, consciously or unconsciously, its actions to the social rules, where this same consumption it simultaneously reflects and encourages the mechanisms of social reproduction. And in the approach of Douglas and Isherwood (2004), who argue about consumption being a ritual act and perceive the choices as forms of classification, where the consumer goods are seen as communicators of cultural categories and values social. As for data collection in this research, I opted for the use of the following techniques: participant observation, photography, semi-structured interviews and conversations. THE Data collection took place in two moments. First I made observation and photographs of the advertisements carried on Av. Júlios Nherere, Av. Keneth Kaunda, Av. Joaquim Chissano and Av. Da Marginal, in some public squares namely Praça da OMM, and the Youth Square (Magoanine roundabout), with the aim of making survey of the type and pattern of messages produced by the advertisements of the beers In the second moment, I did semi-structured interviews and conversations in places of concentration and consumption of beers, specifically at the gas stations of the Coop and de Hulene, in three tents in the Ferroviário neighborhood, on the Costa do Sol beach, in Gastronomy fair and in two nightclubs in the city. I intended, in these places, collect data related to the behavior of young people regarding the consumption of beer, motivations for brand preferences, places of consumption and about how they interpret advertising messages about beers. Research results reveal that exposure to advertising and attractiveness of advertising messages about beers are related as one of the forces galvanizing for consumption by young people, thus representing an expression of social status and self-affirmation, transmitted by brands, spaces and groups formed around the consumption of beers. (TRADUÇÃO NOSSA)