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Previous issue date: 2015-03-13 === Conselho Nacional de Pesquisa e Desenvolvimento Cient?fico e Tecnol?gico - CNPq === This research has as aim the comprehension of symbolic images by the
relation with the hyper mark Harley-Davidson, starting with a presupposition that this
images drive a kind of image consumption of the brand, as we purposed to think.
The theoretical basis of the research consists of the basic notions of the
imaginary, Gilbert Durand?s symbolic image; anthropological comprehension of the
image and its production by the Hans Belting?s elucidations; comprehension of the
brands and the consumption in the contemporary context by Gilles Lipovetsky and
the comprehension of the consumption and it?s aspects beyond the objects with the
Jean Baudrillard reflections? help.
The methodological path followed was the Michel Maffesoli?s Comprehensive
Sociology, and Tim May and Maria Eug?nia Costa?s Facal Group research
technique.
We see that the symbolic image emanating from the ?individual-brand?
transforms the way of consumption, which is a way to be explored by the branding as
a way of providing transcendence relationship with brands. === Esta pesquisa tem como objetivo a compreens?o das imagens simb?licas a
partir da rela??o com a hipermarca Harley-Davidson, partindo do pressuposto que
tais imagens impulsionam uma esp?cie de consumo-imagem da marca, como
propomos pensar.
A fundamenta??o te?rica da pesquisa consiste nas no??es de imagin?rio e
imagem simb?lica de Gilbert Durand; na compreens?o antropol?gica da imagem e
de sua produ??o a partir das elucida??es de Hans Belting; no entendimento sobre as
marcas e consumo, no contexto contempor?neo, a partir de Gilles Lipovetsky; bem
como a percep??o do consumo e seus aspectos para al?m do objeto, com o aux?lio
das reflex?es de Jean Baudrillard.
O caminho metodol?gico seguido foi o da Sociologia Compreensiva de Michel
Maffesoli e, para a t?cnica de pesquisa Grupo Focal, utilizou-se as propostas de Tim
May e Maria Eug?nia Belczak Costa.
Percebemos que a imagem simb?lica que emana da rela??o indiv?duo-marca
transforma os modos de consumo, sendo este um caminho a ser explorado pelo
branding como um meio de propiciar rela??o de transcend?ncia com as marcas.
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