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Authors
Advisor(s)
Abstract(s)
This paper aims to present the reflections about the relationship between children and
pets mediated brands. Therefore, we integrated the theoretical knowledge about the topics concerned by Macklin (1996),Ji (2002), Royal Court (2007), Lancaster (1997),
Perez (2011), John (1999) among others and results from conducting focus groups with
children conducted in the city of Porto in
Portugal, aiming to investigate three specific semantics: abstract vs.figurative,
vs round.vs.angular and symmetrical.asymmetrical. A summary of the results indicates that older children prefer
and better recognize the stimuli and figurative, the newest recognize and prefer more abstract favorably. In round vs.semantic category.angular, it appears that
the female children react more favorably to the stimulus round and the male to stimuli
angular. At the category level vs symmetrical. Asymmetric female children prefer symmetrical stimuli, and these are
more easily recognized by older children, children prefer male asymmetric stimuli and
these are more easily recognized by the new.
Description
Keywords
Marca Mascotes Crianças
Citation
CÔRTE_REAL, Ana; LENCASTRE, Paulo de - As crianças e as marcas: que relação possível? Um olhar a partir das mascotes. Signos do Consumo. ISSN 1984-5057. Vol. 4 n.º 1 (2012), p. 57-65
Publisher
Universidade de São Paulo