SciELO - Scientific Electronic Library Online

 
vol.67 issue3Body, art and science in the XXIst centuryA comparation of the moral development of adolescents between two decades author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand

article

Indicators

Share


Arquivos Brasileiros de Psicologia

On-line version ISSN 1809-5267

Abstract

HENNIGEN, Inês; SCHMIDT, Luis Filipe Silveira  and  SOUZA, Henrique Santos de. Credit in television advertising: suppressions, propositions and subjective effects. Arq. bras. psicol. [online]. 2015, vol.67, n.3, pp.31-46. ISSN 1809-5267.

We present a research on credit advertising that discusses its effects on subjective constitution, in particular with regard to consumption and indebtedness practices. We analyzed 67 television commercials using two approaches: regulated adequacy by the Consumer Rights Code; and discourse analysis, associate with semiotic analysis. Most commercials could be qualified as misleading because there were suppressions - which leads to effects caused by unawareness. However, discursive and semiotic strategies to capture by persuasion, broadly used, seemed to us even more problematic because they generate positive effects: they create knowledge and ways of being, and make people adopt certain practices. Different from what is stated, credit is not a mere means, but a product. As medications, depending on form and amount of use, it can become very harmful. Thus, we pointed out the need for a specific regulation, attentive to the ethical dimension of what is proposed.

Keywords : Advertising; Credit; Subjectivity; Debt.

        · abstract in Portuguese | Spanish     · text in Portuguese     · Portuguese ( pdf )

 

Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License