A "ética" na propaganda sob o olhar do consumidor e suas significações : um estudo a partir de denúncias encaminhadas ao CONAR / Ethics in propaganda: the perspective of the consumer and its significations: a study based on complaints to CONAR

AUTOR(ES)
DATA DE PUBLICAÇÃO

2004

RESUMO

The research presented here investigates, through reports of brasilian consumers directed to CONAR Conselho Nacional de Auto-Regulamentação Publicitária encouragements to complain about the ethic aspect of advertisements, and also arouse possible meanings to this scene, basing this research principally on the discussion on examples of the subjective issues of nowadays society, wich is called of images. These examples are first presented, classified as hedonic subject, fragmented subject, individualistic subject, subject of emptyness and of consumption, and subject of limited autonomy and freedom. Subsequently, the text presents the encouragements first observed in the analysed discorses and the relationship constructed between these encouragements and the profile of the subjective issues mentioned

ASSUNTO(S)

consumo advertisement imagem subjective issues propaganda consumption conar comunicacao Ética image subjetividade conar

ACESSO AO ARTIGO

Documentos Relacionados