HENNIGEN, Inês; SCHMIDT, Luis Filipe Silveira    SOUZA, Henrique Santos de. Credit in television advertising: suppressions, propositions and subjective effects. []. , 67, 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.

: Advertising; Credit; Subjectivity; Debt.

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