We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
"Viver positivamente": as lições ensinadas por peças publicitárias da Coca-Cola Company.
- Authors
Ripoll, Daniela
- Abstract
This work aims to analyze the advertising campaign for Coca-Cola Company Brazil, "Live Positively!". From the theoretical perspective of Cultural Studies, Media Studies and postmodern discussions about the consumption of the body and certain lifestyles in the media, we discuss the growing movement of "redemption" of consumption, educational and culturally constructed as something positive and related to the body and life improvement of the subjects in contemporary times.
- Subjects
BRAZIL; COCA-Cola Co.; ADVERTISING; POSITIVE psychology; LIFESTYLES &; health; HUMAN body in mass media; CULTURAL studies; MEDIA studies; CONSUMER culture
- Publication
Comunicação, Mídia e Consumo, 2014, Vol 11, Issue 31, p99
- ISSN
1806-4981
- Publication type
Article