O surgimento da marca Daspu e a projeção de sua imagem através da imprensa

Abstract

This is a study on the creation and public appearance of Daspu, women's clothing brand that became nationally known when entering into polemics with the São Paulo fashion Daslu, a leading multi-brand luxury. The Daspu was created in 2005 in Rio de Janeiro by Davida, an NGO dedicated to prostitutes to issues of citizenship, the fight against victimization, discrimination, prejudice and stigma suffered by women engaged in this profession. And it is made public through the press, unexpectedly for Davida, before the factory clothes / brand was structured. Based on the paper that the question of relative autonomy between brand and brand image in the case Daspu gets, the option of this research was to focus on the process of projection of the brand's public image caused by the action of the press in space configured by the media. Against a background of several confluences we sought to identify themes that crossed this coverage, linking them to their own conditions of enunciation, given by the positions and skills, and the way of their articulation on the brand image. In order to bring a new intelligibility to the processes of production of meaning that are present in Daspu case, we use the concept of word of order, proposed by Deleuze and Guattari, as a theoretical key to understanding the case, retaking the conditions that enabled the "enunciation Daspu" transform the idea of a clothing factory in a fashion brand, and potencialize socially and politically the NGO Davida.