Abstract

PORTUGAL, Daniel B.; SALGADO, Julia  and  BECCARI, Marcos. One swan, two forces: on apollonian and dionysian in the ethic of consumption. Psicol. clin. [online]. 2014, vol.26, n.1, pp. 17-31. ISSN 0103-5665.

In this article we analyzed a possible division in contemporary ethic using the model of the conflicting forces of apollonian and Dionysian, as proposed by Nietzsche. We analyze and emphasize the ethical guidelines related to consumption and the subjective conflicts related to them. To develop this study our starting point was an analysis of the movie Black Swan (2010), by Darren Aronofsky, which brings up central questions to the analysis that we propose to accomplish. To complement our analysis we also use other references from literature and advertising.

Keywords : apollonian; Dionysian; ethic; consumption.

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