Cultura e identidade japonesa como diferencial no mercado mundial: análise do posicionamento de marca dos Studio Ghibli através de trailers promocionais

Abstract

This paper aims to investigate what is the difference that the representing elements of Japanese identity bring to the construction of the market positioning of Studio Ghibli, most important Japanese animation studio in the world market, through the analysis of two trailers of the movie Spirited Away (2001), one Japanese and other worldwide. The concepts of the Cultural Studies field will be appropriate to understand the positioning of companies on global consumer, helping growth and making communication of attractive brands to be close to the consumer. For the analysis shall include a cultural theory as an analytical framework and the tool of the structures of feeling, proposed by Raymond Williams, through the residual, emerging and dominant categories