ADVERTISING REPRESENTATIONS: PERSUASION, NATURALIZATION AND DISPUTE FOR THE HEGEMONIC BETWEEN ECONOMY AND CULTURE
This paper aims to present the contributions of the discussion on representations to advertising’s research in contemporary brazilian context. As the theoretical scope, defined from a bibliographic research, we resume the concepts on representations in the perspective of Moscovici, Goffman and Hall,...
| Autores: | , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2018 |
| País: | Brasil |
| Recursos: | Universidade Federal de Santa Maria (UFSM) |
| Repositório: | Revista Animus (Santa Maria. Online) |
| Idioma: | português |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/24811 |
| Acesso em linha: | https://periodicos.ufsm.br/animus/article/view/24811 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Advertising. Representations. Theoretical perspectives. Publicidade e propaganda Representações Perspectivas teóricas |
| Resumo: | This paper aims to present the contributions of the discussion on representations to advertising’s research in contemporary brazilian context. As the theoretical scope, defined from a bibliographic research, we resume the concepts on representations in the perspective of Moscovici, Goffman and Hall, articulated with studies on advertising. We illustrate the debate about possibilities of analytical operationalization of advertising representations highlighting the contributions of researchers such as Rocha, Gastaldo and Iribure. Among the common features of the researches, we identify the discussion about the dynamics of maintenance or transformation of hegemonic representations and its articulation to different practices, contexts and social groups that the communicative process of advertising approaches. |
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