Resumen

JAYO, Martin; RODRIGUES, Andrea Leite  y  MENDES, Silma Ramos Coimbra. From oppressed to bon vivant: trajectory of the Brazilian business administrator according to advertising. Rev. psicol. polít. [online]. 2015, vol.15, n.34, pp. 617-645. ISSN 1519-549X.

Based on the theoretical and methodological framework of Discourse Analysis - and especially on the concepts of discursive ethos and scenography, taken from Dominique Maingueneau - the research analyzed print advertisings targeted to the Brazilian business administrator, published over 50 years (from 1961 to 2010) on a set of professional journals edited in São Paulo. The objective was to identify which images of the business administrator are present in the advertising discourse over time. The analysis resulted in four stylized profiles, which succeed in time and assemble a periodization. These profiles were in turn discussed in the light of the history of business administration and people management practices in Brazil.

Palabras clave : Business manager; Attitudes at work; People management; Advertising; Discourse analysis.

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