Family, pets and consumption: A study of marketing directed to pets owners

Authors

  • Lavínia Davis Rangel Pessanha Escola Nacional de Ciências Estatísticas
  • Roberto Luís da Silva Carvalho Escola Nacional de Ciências Estatísticas e Universidade Federal do Amazonas

DOI:

https://doi.org/10.11606/issn.1984-5057.v6i2p187-203

Keywords:

consumption, marketing, pets, family, anthropomorphism

Abstract

We analyze the effect of the widespread marketing of by pet care industry products on the human animals bond in families. We study the advertisements for pets owners broadcast on the Internet in Brazil. Marketing stimulates the animal humanization in order to induce the consumption, which does not preclude the emergence of genuine feelings and emotions in people and animals daily living in families, due to the sentimental anthropomorphism process.

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Author Biographies

  • Lavínia Davis Rangel Pessanha, Escola Nacional de Ciências Estatísticas
    Cientista social, com doutorado na área de sociologia, pesquisadora titular da Escola Nacional de Ciências Estatísticas. Professora do Mestrado em Estudos Populacionais e Pesquisas Sociais.
  • Roberto Luís da Silva Carvalho, Escola Nacional de Ciências Estatísticas e Universidade Federal do Amazonas
    Mestre em Estudos Populacionais e Pesquisas Sociais. Professor do Instituto de Educação, Agricultura e Ambiente, Universidade Federal do Amazonas.

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Published

2014-12-09

Issue

Vol. 6 No. 2 (2014): Os signos do consumo, discurso, circulação e apropriações

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

Family, pets and consumption: A study of marketing directed to pets owners. Signos do Consumo, [S. l.], v. 6, n. 2, p. 187–203, 2014. DOI: 10.11606/issn.1984-5057.v6i2p187-203. Disponível em: https://www.revistas.usp.br/signosdoconsumo/article/view/105700.. Acesso em: 14 may. 2024.