Abstract

KEHL, Maria Rita. Advertising, perversions, phobias. Ide (São Paulo) [online]. 2008, vol.31, n.46, pp. 27-32. ISSN 0101-3106.

This article discusses the possible dimensions of fetishism in Freud and in Marx, and in the capitalist consumer society, in which commodity fetishism is one of the main organizers of social ties. The author proposes that panic in adolescents is a symptomatic response to the current status resulting from the organization of social ties in a fetishist pattern, the demoralization of the Father - as Law supporter - and the pleasure imperative expressed in significants of the sound bite: no limits.

Keywords : Fetish; Social tie; Perversion; Advertising; Consumer society.

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