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- Title
Publicidade excludente e outros apelos emocionais: reforçando o estereótipo "feliz é quem consome".
- Authors
Bragaglia, Ana Paula
- Abstract
The purpose of the article is understand what kind of emotional advertising shows more clearly the stereotype of happiness linked to consume, in other words, the stereotype "happy are those who consume it". For that, it was part of the methodology and structure of the article theorizing about the issues involved, as the theme of stereotypes (by authors of social psychology such as Jablonski, Pereira, Leite and Lipmann), the advertising language (emotional) and behavior of contemporary consumption (by Nacach, Martí and Muñoz, Kotler, Baudrillard, Lindstrom, Campbell, Douglas and Isherwood, Lipovetsky and Bauman), and the concept of happiness (making use of refl ections present in Baudrillard, Lipovetsky, Bauman, and João Freire Filho). The methodology also included empirical study of twenty-nine television commercials broadcast on fi ve consecutive Saturdays of December 2012 on Rede Globo. The relevance of this study is to make two fi elds of discussion usually displayed separately dialogue with one another (about the value of happiness in advertising and stereotypes). This link provides important arguments to understand how such language can also contribute to the spread of a kind of stereotype, and thus with a possible prejudice, in this case, at who do not have certain brands and products. As main results, we observed, for example, the evident presence of the stereotype "happy is the one who consumes" in several pieces and it was suggested that the "exclusionary advertising" and with "transcendent symbolism", concepts constructed during the research, are some formats with the greatest potential to propagate it.
- Publication
Verso e Reverso, 2014, Vol 28, Issue 67, p2
- ISSN
0103-1414
- Publication type
Article
- DOI
10.4013/ver.2014.28.67.01