A IMAGEM COMO EXPERIÊNCIA DE VIDA EM CONEXÃO COM ATIVIDADES DE BRANDING

Abstract

This article is a dialogue between Michel Maffesoli and Marc Gobé as contemporary thinkers who conduct epistemological observations about people and the affective connections with the other, the social. It is the dialogue between Comprehensive Sociology and Branding. In the perspective of Michel Maffesoli, Comprehensive Sociology observes the world in its minimal manifestations, culture as an effervescent broth. It sees the world not in the “future†ideal model, but in the exuberant daily life. The researcher’s look derives from the Greek god Dionysius in the scope of joy, pleasure, sociability. It sees the philosopher’s error as a result of the unfinished, the frailty of the social world and its interactions. Branding, according to Marc Gobé, reinvigorates the field of Advertising, rehabilitating it in direct connection with the people, that is, the consumers, thus reinforcing their lifestyle. The intuitive, fluid, sensorial of Branding intersects with the view of the Comprehensive Sociology.

Index Terms - Communication, Advertising, Branding, Image, Sociology Comprehensive, Maffesoli, Gobé