Orivaldo
O. Gallasso
M A I O
/
J U N H O
D E
2 0 0 6 –REVISTADAESPM
brand differentiation based on
performance. From now on,
new values to establish brand
personalitieswill be supported by
intangible factors – which com-
munication alonemay build, and
give it a broader scope thanwhat
mass media used to provide.
ARGs – a new tool
for entertainment,
communication
andmarketing
VICENTEMARTIN
MASTROCOLA
page 94
Alternate Reality Games, a
fictional gender composed by a
mixture of real life, treasure-hunt-
ing, live interaction, videogames
and on-line communities – are
paving the way for an intense and
complex series of puzzles which
combine codedweb sites, real-
life clues such as newspaper ads,
telephone calls in themiddle of
the night, to other players, and
more.
Themélange of real-life activities
with a dramatic thread proves to
be irresistible to some – which in-
cludes companies wishing to in-
clude this type of treat into their
communications’ campaigns.
The challenge
of today’s
communication:
how to learn from
the new
PAULO ROBERTO
FERREIRADACUNHA
page 104
When considering today’s
marketing communications’
environment, are we really
to think in terms of chaos?
The scene is scary: too many
brands with too few differ-
ences, predatory competi-
tion, ever-widening offer of
communication tools, over-
critical customers organized
into strange tribes, innova-
tion-after-innovation. How
much of this is really new
and which are old problems
in new disguises that may
yield to traditional treat-
ment? Are marketing man-
agers really hostage to the
apparently new and unknown
threats? How good are the
familiar communication
instruments of the past to
play in the contemporary or-
chestras? And how to decide
– among the many choices to
be made?
Some hypotheses
about a
reconfiguration
of consumption
rhetoric
VLADIMIR SAFATLE
page 110
The article describes research
work done during the year
2006, with the objective of
analysing the imaging process of
global consumers, i.e., con-
sumers of globally-distributed
brands, which use similar
communication procedures in
all their markets. The research
data, published here for the
first time, deals with the mu-
tations in social representa-
tions of the human body and
sexuality, as presented in the
advertising campaigns of the
90s and 2000s of four lead-
ing brands: Versace, Calvin
Klein, Playstation and Benet-
ton. On the basis of qualita-
tive interviews and semantic
constellation analyses, the
study shows that deep changes
in consumption rhetoric were
the result of the brands’ com-
munication.
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SETEMBRO
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OUTUBRO DE
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