Consumption, taste, bridge and fence: an exploratory study on taste and aesthetic references in advertisements directed at low-income

Abstract

Since the last decade, the emerging market for low income has attracted the attention of brands and companies, for their great potential and lack of knowledge about this part of the population. The entry in this contingent world consumption brought transformations of all orders for different sectors of society and new questions and challenges for brands and advertising. This work reflects on this phenomenon, giving focus to the issue of cultural particularities and the existence of specific demands of this market, especially with regard to advertisements aimed at this audience. The course begins with a discussion of consumption as a defining element of social belonging, through the theme of aesthetic taste and class ends with an exercise exploratory analysis of advertisements. Creating, in this course, the concepts of insertion consumption and consumption rise.