Julio_Cesar_Lemes_de_Castro_-_A_publicidade_contemporanea_e_o_paradigma_da_perversao.pdf (985.68 kB)
A publicidade contemporânea e o paradigma da perversão (Contemporary advertising and the paradigm of perversion)
Version 2 2020-09-11, 13:10
Version 1 2016-08-07, 01:22
journal contribution
posted on 2020-09-11, 13:10 authored by Julio Cesar Lemes de CastroJulio Cesar Lemes de CastroOn the basis of the psychoanalytic model of perverse structure, whose fundamental mechanism is Verleugnung (disavowal), the paper seeks to articulate the most general characteristics of contemporary advertising. Among them, stand out the complicity with the consumer, the subtlety of the message, the concealment of the lack by fetish, the changing role of authority, the illusion of omnipotence of the consumer, the shift in emphasis from the desire to the enjoyment, the normalization of transgression, and plasticity of identity. / A partir do modelo psicanalítico da estrutura perversa, cujo mecanismo fundamental é a Verleugnung (desmentido), o artigo propõe-se a articular as características mais gerais da publicidade contemporânea. Destacam-se, entre elas, a cumplicidade com o consumidor, a sutileza da mensagem, a ocultação da falta pelo fetiche, a mudança no papel da autoridade, a ilusão de onipotência do consumidor, o deslocamento de ênfase do desejo para o gozo, a normalização da transgressão e a plasticidade da identidade.
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- Media studies
- Other psychology not elsewhere classified
- Poststructuralism
- Psychoanalytic philosophy
- Communication studies
- Communication technology and digital media studies
- Communication and media studies not elsewhere classified
- Consumption and everyday life
- Cultural studies not elsewhere classified
- Cultural theory
Keywords
advertisingconsumptionperversionfetishismVerleugnungpublicidadeconsumoperversãofetichismoMedia StudiesPsychology not elsewhere classifiedPoststructuralismPsychoanalytic PhilosophyCommunication StudiesCommunication Technology and Digital Media StudiesCommunication and Media Studies not elsewhere classifiedConsumption and Everyday LifeCultural Studies not elsewhere classifiedCultural Theory
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