Abstract

PINHEIRO, Maria Cláudia Tardin  and  ANDRADE, Regina Gloria. Leitura psicanalítica da publicidade amorosa. Rev. Mal-Estar Subj. [online]. 2004, vol.4, n.2, pp. 296-312. ISSN 1518-6148.

This article has the objective to describe the concept of love in Freud's theory and others psychoanalysts approach to the same subject, in order to comment how the Brazilian contemporaneous publicities use the concept of love in their communications. The advertisements analysis seeks to relate the conflicts and contradictions of liquid love cultural constructions, which originates from Zigmunt Bauman's concept of modern liquid world. Love is a subject propitious to attract attention in publicity because at the same time it is a motivacional human strength, it is also a cultural construction. The advertisement stimulates lovely looks of consumers, attempting to reach psychological processes present in dreams and illusions that people use as a mental attitude to deal with reality. It explores the human conflict of dealing with the real life and the escape through the idealized life and fantasy hallucination. The advertisement we are working on, communicates love and sex expressions and our hypothesis is it reaches certain archaic wishes that live in every one. Unconscious wishes that mix with paradoxical ordinaries wishes of liquid modernity: the wish of being socially accepted, the wish of being desired and recognized, and by the other hand, the wish to be different from the others, getting a highlight position in social relationship. At the same time that contemporaneous advertisement shows images and speeches of social acceptance, protection and security, it presents communications of social competitions and rivalry that suggest a continuous uncertainty feeling.

Keywords : love; wish; advertisement; liquid modernity; liquid love.

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