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A pertinência de uma Investigação sobre o Consumo de Luxo prende-se com o realentar a Distinção Social que concebe diferenças culturais. Partindo deste ponto, este estudo tem como objetivo refletir sobre os atores sociais e o que os conduz à procura de um Estatuto Social de Prestígio; a uma Identidade e Imagem que este Consumo de Ostentação lhes concede, as Culturas Subjetivas, os Estilos de Vida como sinais externos de classe e, os projetos que exprimem narrativas de sentido. Estudo de interesse incontornável para quem pretende abordar e compreender a reprodução das desigualdades de classe, os Gostos e a Identidade dos atores sociais. Utilizando conceitos dissemelhantes como os de habitus e de trajetórias de classe, centra-se na elaboração simbólica das subjetividades, na estruturação de estilos de vida e nas suas configurações de distinção. É uma abordagem focalizada na classe alta da sociedade portuguesa. Uma análise onde se articulam as vertentes socioculturais e económicas. Numa sociedade que não só privilegia o consumo em detrimento da produção, como lhe concede desmedido protagonismo enquanto elemento de diferenciação social, o consumo passou a centrar-se no significado social dos bens. É por essa via que os indivíduos marcam posições na estrutura social, e compõem as suas identidades e estilos de vida. Estabelece-se assim uma relação de condicionamento entre o volume de capital que o indivíduo detém e os seus gostos. A sociedade de consumo caracteriza-se pelo paradoxo de prometer a satisfação dos desejos humanos, como nenhuma outra sociedade foi capaz de o fazer, e do poder de sedução desta promessa só? se manter enquanto o sujeito não estiver completamente satisfeito.

The type VI secretion system (T6SS) is essential for Gram-negative bacteria to antagonize a wide variety of prokaryotic and eukaryotic competitors and thus gain survival advantages. Two sets of T6SS have been found in Vibrio fluvialis, namely VflT6SS1 and VflT6SS2, among which VflT6SS2 is functionally expressed. The CqsA/LuxS-HapR quorum sensing (QS) system with CAI-1 and AI-2 as signal molecules can regulate VflT6SS2 by regulators LuxO and HapR, with LuxO repressing while HapR activating VflT6SS2. Quorum regulatory small RNAs (Qrr sRNAs) are Hfq-dependent trans-encoded sRNAs that control Vibrio quorum sensing. In V. fluvialis, Qrr sRNAs have not been characterized and their regulatory function is unknown. In this study, we first identified four Qrr sRNAs in V. fluvialis and demonstrated that these Qrr sRNAs are regulated by LuxO and involved in the modulation of VflT6SS2 function. On the one hand, Qrr sRNAs act on HapR, the activator of both the major and the auxiliary clusters of VflT6SS2, and then indirectly repress VflT6SS2. On the other hand, they directly repress VflT6SS2 by acting on tssB2 and tssD2_a, the first gene of the major cluster and the highly transcriptional one among the two units of the first auxiliary cluster, respectively. Our results give insights into the role of Qrr sRNAs in CAI-1/AI-2 based QS and VflT6SS2 modulation in V. fluvialis and further enhance understandings of the network between QS and T6SS regulation in Vibrio species.

Isolates of Vibrio splendidus are ubiquitously presented in various marine environments, and they can infect diverse marine culture animals, leading to high mortality and economic loss. Therefore, a control strategy of the infection caused by V. splendidus is urgently recommended. Tryptanthrin is a naturally extracted bioactive chemical with antimicrobial activity to other bacteria. In this study, the effects of tryptanthrin on the bacterial growth and virulence-related factors of one pathogenic strain V. splendidus AJ01 were determined. Tryptanthrin (10 μg/mL) could completely inhibit the growth of V. splendidus AJ01. The virulence-related factors of V. splendidus AJ01 were affected in the presence of tryptanthrin. Tryptanthrin resulted an increase in biofilm formation, but lead to reduction in the motility and hemolytic activity of V. splendidus cells. In the cells treated with tryptanthrin, two distinctly differentially expressed extracellular proteins, proteases and flagellum, were identified using SDS–PAGE combined with LC–MS. Real-time reverse transcriptase PCR confirmed that the genes involved in the flagellar formation and hemolysin decreased, whereas specific extracellular proteases and the genes involved in the biofilm formation were upregulated. Two previously annotated luxOVs genes were cloned, and their expression levels were analyzed at different cell densities. Molecular docking was performed to predict the interaction between LuxOVs and ATP/tryptanthrin. The two sigma-54-dependent transcriptional regulators showed similar ATP or tryptanthrin binding capacity but with different sites, and the direct competitive binding between ATP and tryptanthrin was present only in their binding to LuxO1. These results indicated that tryptanthrin can be used as a bactericide of V. splendidus by inhibiting the growth, bacterial flagella, and extracellular proteases, but increasing the biofilm. Sigma-54-dependent transcriptional regulator, especially the quorum sensing regulatory protein LuxO1, was determined to be the potential target of tryptanthrin. Key points: • Tryptanthrin inhibited the growth of V. splendidus in a dose-dependent manner. • The effect of tryptanthrin on the virulence factors of V. splendidus was characterized. • LuxO was the potential target for tryptanthrin based on molecular docking. [ABSTRACT FROM AUTHOR]

Tem-se por objetivo apresentar como o termo luxury, principalmente por conta da polidez, altera-se na Grã-Bretanha, entre os séculos XVII e XVIII, tornando-se objeto de querela e, ainda, como essa querela se desenvolve até a segunda metade do século XVIII. Para isso, investiga-se o tratamento fornecido por filósofos marcantes para a discussão, as bases contextuais impostas pela identidade nacional polida, e, também, a relação que o termo cria não apenas com a polidez, mas, também, com o comércio, o progresso científico e o conforto. Espera-se que seja possível não apenas identificar a querela do luxo particular à Grã-Bretanha, mas que se torne viável tomar tal termo, tal como a polidez, como uma chave interpretativa própria à época.

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O campo da moda, parte visível de uma cultura e identidade do indivíduo, produz e divulga valores próprios de seu tempo e de seus consumidores. Ao consumir, pensamos, escolhemos e reelaboramos nosso sentido social. Neste artigo, analisaremos a comunicação da marca Gucci e como sua união com o camp, baseadas em memórias do passado, tornam-se condizentes com os valores atuais de uma sociedade, por meio de rituais de posse: nos quais o consumidor transfere significados dos bens para suas vidas.

Resumo Neste artigo estudamos a produção de fronteiras simbólicas e sociais valendo-nos das coleções de roupas realizadas entre marcas de luxo e de fast fashion. Elas são divulgadas como democratização do luxo, já que supostamente facilitam o acesso a esses tipos de bens. Nossa análise sobre as colaborações entre a fast fashion Riachuelo e as marcas de luxo Versace e Karl Lagerfeld mostra, contudo, que essas colaborações não embaralham esses universos e seus consumidores. Identificamos uma unificação simbólica do mercado de luxo, a consequente expansão transclasse do reconhecimento de elementos estabelecidos como distintivos e o estabelecimento de hierarquias que mantêm as fronteiras sociais entre as classes.

RESUMO Este artigo aborda as transformações ocorridas nas últimas décadas nos circuitos criativos a partir das intersecções cada vez mais substanciais entre as empresas e a arte, analisando em específico a relação entre a indústria do luxo e a arte contemporânea materializada no Celine Art Project, da grife francesa Celine, pertencente ao conglomerado LVMH. Com um método cruzado entre a história social e a sociologia da arte, este trabalho pretende demonstrar como tem sido recorrente a absorção de artistas pelas casas de luxo como estratégia para incrementar seu capital cultural. Um fenômeno focado no melhoramento simbólico dos produtos e da experiência de compra, suas consequências ainda podem ser percebidas na criação de codependências entre os artistas emergentes e as corporações.

Este estudo exploratório investigou as relações de consumo de mulheres brasileiras de alto po-der aquisitivo com bolsas genuínas de marcas de luxo internacionais. Usando como inspiração o método dos itinerários, foram conduzidas entrevistas em profundidade com possuidoras desses objetos, abordando as fases de compra, uso e descarte. A análise dos relatos foi conduzida com base nas cinco principais motivações apontadas pela literatura para o consumo de itens de luxo — a qualidade percebida, a singularidade percebida, a conspicuidade percebida, o hedonismo per-cebido e a autoexpressão percebida. Os resultados revelam a presença desses fatores de natureza pessoal e não pessoal nas visões das respondentes sobre o conceito de luxo e sobre as marcas dessa categoria e nas diversas fases de sua relação com esses objetos.

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Assistimos ao longo do ano de 2020 a uma estagnação da cultura do luxo, uma vez que a produção na China e na Itália ficaram completamente comprometidas. Assim, podemos observar nesse período iniciativas interessantes e sintonizadas, de grandes marcas e conglomerados, com o momento global. Diante deste cenário, vislumbramos o quanto o mercado do luxo está enraizado na nossa cultura. De certo, ainda que o luxo esteja associado a uma inutilidade, num momento de crise planetária, esse mercado mostra como pode ser útil. Além do mais, como sabemos, o luxo está vinculado a ideia de eternidade e de sonho, vetores cada vez mais intensificados em tempos de incertezas. Para compreender os vetores de sentido acionados por este setor, sobretudo no universo da moda, e como o mesmo pode ser fundamental para a humanidade – ainda que esteja associado ao supérfluo -, lançamos mão da colaboração de autores como Renato Ortiz (2019), Gilles Lipovetsky e Eliette Roux (2005) e Claudio Diniz (2012). Para tanto, destacamos três momentos reflexivos em que priorizamos: a) uma abordagem sobre o imaginário do luxo, seus valores e sua relação com os modos de vida contemporâneos; b) a democratização do que é aparentemente restritivo; e c) a proliferação do luxo no Brasil, enfatizando, sobretudo, a indissociabilidade do luxo na cultura humana.

Diante da emergência contemporânea de um novo mercado de luxo, pautado em valores simbólicos, culturais e experienciais, sem abrir mão da exclusividade, percebe-se uma crescente procura por produtos sustentáveis. Produtos artesanais feitos à mão se encaixam nos dois fenômenos – luxo e sustentabilidade, pois possuem atributos de exclusividade, valor simbólico e cultural, bem como empregam o processo slow de fabricação e mão-de-obra local. Nesse sentido, a renda de Bilro catarinense foi escolhida como objeto de estudo de uma pesquisa básica, qualitativa, de objetivo descritivo e exploratório de conceitos teóricos, na qual pretendeu-se demonstrar o enquadramento desta renda na categoria de “produto de luxo sustentável”, propondo assim uma ressignificação de conceitos. Os resultados apontaram que a renda de bilro apresenta parâmetros que se enquadram tanto na produção baseada no slow fashion quanto no rol de novas mercadorias de luxo do século XXI, instigando a pensar principalmente na união produtiva, criativa e inovadora entre designers de moda e artesãos locais, na valorização por parte das marcas pelo trabalho manual bem pago com lucros bem distribuídos aos artesãos e nas novas escolhas guiadas pelo consumo emocional.

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Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Vibrio fluvialis is an emerging enteric pathogen of increasing public health threat. Two quorum sensing (QS) systems, VfqI-VfqR and CqsA/LuxS-HapR, and two type VI secretion systems (T6SSs), VflT6SS1 and VflT6SS2, have been identified in V. fluvialis. Whether there exists any correlation between the two systems is unclear. In this study, we found that CqsA/LuxS-HapR circuit regulator LuxO represses while HapR activates VflT6SS2. The effect of LuxO is more pronounced at low cell density and is HapR-dependent. Deletion of hapR abolished Hcp expression and alleviated antibacterial virulence. However, these effects were rescued by HapR-expressing plasmid. Reporter fusion analyses showed that HapR is required for the promoter activities of VflT6SS2. Sequence inspection of the major cluster promoter revealed two potential Motif 1 HapR binding sites, and their bindings to HapR were confirmed by both electrophoretic mobility shift assay (EMSA) and DNase I footprinting assay. Meanwhile, two single Motif 2 sites were identified in tssD2_a (hcpA) and tssD2_b (hcpB) promoter regions of the orphan cluster which are less conserved and displayed lower affinities to HapR. Together, our study demonstrated that CqsA/LuxS-HapR QS manipulate VflT6SS2 in V. fluvialis, and this finding will enhance our understanding of possible crosstalk between T6SS and QS in microbes.

The type VI secretion system (T6SS) is essential for Gram-negative bacteria to antagonize a wide variety of prokaryotic and eukaryotic competitors and thus gain survival advantages. Two sets of T6SS have been found in Vibrio fluvialis , namely VflT6SS1 and VflT6SS2, among which VflT6SS2 is functionally expressed. The CqsA/LuxS-HapR quorum sensing (QS) system with CAI-1 and AI-2 as signal molecules can regulate VflT6SS2 by regulators LuxO and HapR, with LuxO repressing while HapR activating VflT6SS2. Quorum regulatory small RNAs (Qrr sRNAs) are Hfq-dependent trans -encoded sRNAs that control Vibrio quorum sensing. In V. fluvialis , Qrr sRNAs have not been characterized and their regulatory function is unknown. In this study, we first identified four Qrr sRNAs in V. fluvialis and demonstrated that these Qrr sRNAs are regulated by LuxO and involved in the modulation of VflT6SS2 function. On the one hand, Qrr sRNAs act on HapR, the activator of both the major and the auxiliary clusters of VflT6SS2, and then indirectly repress VflT6SS2. On the other hand, they directly repress VflT6SS2 by acting on tssB 2 and tssD 2_a, the first gene of the major cluster and the highly transcriptional one among the two units of the first auxiliary cluster, respectively. Our results give insights into the role of Qrr sRNAs in CAI-1/AI-2 based QS and VflT6SS2 modulation in V . fluvialis and further enhance understandings of the network between QS and T6SS regulation in Vibrio species.

This work aimed to analyze the value of luxury consumption identifying which values influence and guide the consumption of luxury shoes. Data for the study were collected from 675 consumers and analyzed using the structural equation modeling technique. The results indicated that hedonic, emotional, and personal factors positively influence the customer's perceived value of luxury footwear. In addition, the Interaction and Financial Values also proved to be significant, as results indicate that consumers consider aspects such as price and the possibility of reception and recognition in certain groups when purchasing luxury shoes. In short, this study provides insights to enhance/improve the luxury brands' strategies in the footwear sector, thus favoring the creation of new opportunities and demands for the luxury market with a view to competitive advantage. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to adapt and validate the Luxury Consumption Tendency (LCTS) from to the Brazilian context. Design/methodology/approach: The data collection was both presential and online with a sample of 401 consumers over 18 years old. To validate the instrument, a confirmatory factor analysis was performed, verifying the adjustment of the whole model, the reliability and validity of the instrument, and also the descriptive analysis. Research, Practical & Social implications: The final scale was composed of four dimensions, thus being: singularity; symbolic meaning; arbitrary desire; exclusive minority. Therefore, this paper seeks to contribute to the marketing studies, consumer behavior and luxury consumption tendency by presenting the psychometrics proprieties of the scale, providing viability for the application of the instrument in Brazil and expanding scientific knowledge in the field of marketing. Originality/value: The proceedings of translation, adaptation, and application of the items with sociodemographic questions were performed to the Brazilian context. [ABSTRACT FROM AUTHOR]

This study investigated the mass consumption under the lens of ethical egoism, closely related to pleasure and associated with differentiation, exclusivity, functional (attributes), status, and tradition constructs. The theoretical framework contemplated mainly evolutionary authors, focusing the discussion on nature and culture, to a dimension of consumption titled pleasure – ethical egoism. Data analysis was performed using Structural Equation Modeling with PLS estimation. The research findings indicate that the dimension pleasure – ethical egoism for masstige consumption – is structured by tradition; status and functional characteristics of the product, whereas exclusivity is not significant for the universe of prestige and affordable goods and services.

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Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

O consumo do mercado de luxo oferece algumas particularidades e algumas semelhanças com os demais outros setores. Considerando que os consumidores compram, usam e descartam produtos de maneira consistente com seus valores (HOYER; MACLNISS, 2012), o objetivo principal do estudo em questão é identificar os principais discursos trabalhados pela publicidade com a intenção de conduzir as pessoas a adquirirem produtos de luxo no Brasil em qualquer circunstância econômica. Para isso, propõe-se trabalhar com estudo do discurso publicitário de anúncios impressos relacionados ao setor automobilístico; com um recorte para a comunicação de duas marcas de luxo, quais sejam: Mercedes e Audi. Nisso, dialogamos ainda com autores como Strehlau (2015), Giglio (2003) e Campanário (2015), entre outros.

Acute hepatopancreatic necrosis disease (AHPND) in shrimp is caused by Vibrio strains that harbor a pVA1-like plasmid containing the pirA and pirB genes. It is also known that the production of the PirA and PirB proteins, which are the key factors that drive the observed symptoms of AHPND, can be influenced by environmental conditions and that this leads to changes in the virulence of the bacteria. However, to our knowledge, the mechanisms involved in regulating the expression of the pirA/pirB genes have not previously been investigated. In this study, we show that in the AHPND-causing Vibrio parahaemolyticus 3HP strain, the pirAvp and pirBvp genes are highly expressed in the early log phase of the growth curve. Subsequently, the expression of the PirAvp and PirBvp proteins continues throughout the log phase. When we compared mutant strains with a deletion or substitution in two of the quorum sensing (QS) master regulators, luxO and/or opaR (luxOD47E, ΔopaR, ΔluxO, and ΔopaRΔluxO), our results suggested that expression of the pirAvp and pirBvp genes was related to the QS system, with luxO acting as a negative regulator of pirAvp and pirBvp without any mediation by opaRvp. In the promoter region of the pirAvp/pirBvp operon, we also identified a putative consensus binding site for the QS transcriptional regulator AphB. Real-time PCR further showed that aphBvp was negatively controlled by LuxOvp, and that its expression paralleled the expression patterns of pirAvp and pirBvp. An electrophoretic mobility shift assay (EMSA) showed that AphBvp could bind to this predicted region, even though another QS transcriptional regulator, AphAvp, could not. Taken together, these findings suggest that the QS system may regulate pirAvp/pirBvp expression through AphBvp.

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This article have as the main goal understanding how the words "luxury" - in Portuguese and English - have been manifested at the platform YouTube, with the purpose of contributing to a domain of knowledge that isn't yet understood in Portugal as it has the goal of exploring contemporary and innovative methodological tools to his realization. Through an analysis of data that it was extracted through the YouTube Data Tools and it was complemented with a semi-structured interview to a luxury specialist. Through this study, we identified six communities on Youtube that allowed to understand how users are categorizing the word luxury on this platform. Associated with the term "luxury" have been identified the following communities: Luxury Cars, Luxury Shopping, Luxury Real Estate, Luxury Lifestyle, Sustainable Luxury and Luxury Monetization. To identify these communities and analysis, we used platform Gephi. This platform identified user communities based on their degree of interaction. With a more representative is a community about "sustainable luxury", where YouTube' users associate videos with content related to recycling and DIY. [ABSTRACT FROM AUTHOR]

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A escala e a velocidade das transformações sociais no século XX promovem mudanças nos estilos de vida que reverberam nas práticas consumo. O consumo de luxo também se requalifica, sobretudo em função das guerras mundiais, e isto será discutido aqui a partir de dois referenciais: o personagem Jay Gatsby, do romance de F. S. Fitzgerald (1925), e o estilista Christian Dior, célebre por criar o new look em 1947 e transformar o sentido do luxo na moda. Por se constituírem como marcadores socioculturais de suas épocas em regiões então centrais na produção e no consumo de bens, ambos iluminam a reflexão sobre o que é suprimido e o que se amplia no consumo de luxo durante as guerras e nos períodos imediatamente seguintes.

Cholera caused by the Gram-negative bacterium Vibrio cholerae still remains a major health burden in developing countries due to its high transmissibility and multidrug resistance. Alternative strategies are in quest to curtail the disease focusing on antivirulent approaches, such as biofilm inhibition, which make bacteria more susceptible to antibiotic therapies. The biofilm state is important for V. cholerae pathogenesis and its persistence in the environment. In the present study, tryptanthrin, a phytochemical, has been identified as possessing strong anti-biofilm activity at sub MIC (2 µg ml−1) against V. cholerae. LuxO was identified as the putative target of tryptanthrin by molecular docking and real time analysis. The phytochemical was identified as safe and possessed synergistic action with ciprofloxacin, a commonly used quinolone antibiotic to treat cholera. Collectively, the study establishes the first report on the anti-biofilm property of tryptanthrin by targeting LuxO, which could serve as a potential antivirulent therapy to combat V. cholerae infections. [ABSTRACT FROM AUTHOR]

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity. [ABSTRACT FROM AUTHOR]

This article tries to compare some passages of Rousseau's texts, namely Considerations sur le gouvernement de la Pologne, the Projet de Constitution pour la Corse and the Discours sur les sciences et les arts with Mandeville's poem named The grumbling hive, or knaves turn'd honest. The point of comparison is the luxury and its influence on society as well as on the individuals. Our objective is to point out that, despite the great diferences between the two philosophers there is one common diagnosis concerning the difusion of luxury, which we will call a 'politicaleconomic disjunction'. [ABSTRACT FROM AUTHOR]

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O problema da desigualdade se apresenta como um constante objeto de reflexão na filosofia de Rousseau, perpassando diversas de suas obras. Buscando analisar a relação entre a desigualdade social e a corrupção política no pensamento rousseauniano mediante a defesa da hipótese de que a desigualdade social se configura em um fenômeno responsável pelo advento da corrupção política, pretende-se, nesse artigo, primeiro: examinar as distinções entre a desigualdade natural e a desigualdade social, ou seja, demarcar suas especificidades e como Rousseau compreende cada uma delas; segundo, avaliar como a desigualdade social pode produzir a corrupção política, isto é, entender porque a desigualdade de riquezas ao produzir o luxo pode consequentemente engendrar a corrupção política, e, terceiro, ambiciona-se demonstrar quais são as consequências mais drásticas da desigualdade social na república. Com isso, almeja-se instaurar um frutífero debate e uma consistente reflexão.

Pretendo mostrar a relação entre o surgimento das primeiras apologias do luxo no século XVIII e a mudança de estatuto das paixões humanas. A hipótese que gostaria de defender é a de que a alteração da compreensão das paixões humanas possibilitou a formulação de uma nova antropologia segundo a qual a busca por prazer é entendida como legítima moral e politicamente.

In this article, the established objective is to identify the relationship between socio demographic variables and materialism of the construct in the context of luxury consumer segment. To measure materialism used the theoretical model Richins (2004), tested and adapted nationally by Ponchio and Spider (2007). Through a quantitative survey of 320 consumers in São Paulo, we tested the relationship between the variables revealing results were compared to previous studies on the difference between the sociodemographic contexts. In conclusion, it can be seen that the luxury segment responds differently to the previous study. And unlike materialism identified himself only for the age group of 18 and 29, in relation to the other. The variables gender and financial income showed no distinction between established categories.

O estudo em questão analisa como o segmento de produtos escolares tem se apropriado da temática do consumo de luxo nos universos da moda e da tecnologia. Para isso, a pesquisa tem como corpus as capas de cadernos das coleções Turma da Lala e Pop Fashion da Credeal. Compreendemos, então, as capas como integrantes de uma trama complexa que aproxima indústrias de brinquedos, material escolar, comunicação e interpela a adolescente a fruir o caderno não pelo seu uso pragmático.