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Doctoral Thesis
DOI
10.11606/T.47.2016.tde-08082016-174426
Document
Author
Full name
Lucienne Dorneles
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2016
Supervisor
Committee
Carone, Iray (President)
Amaral, Monica Guimaraes Teixeira do
Fontenelle, Isleide Arruda
Kohatsu, Lineu Norió
Pucci, Bruno
Title in Portuguese
Teoria crítica e publicidade: o esplendor do automóvel e a regressão do indivíduo
Keywords in Portuguese
Consumo conspícuo
Estética da mercadoria
Indústria cultural
Publicidade de automóveis
Regressão psíquica
Teoria crítica
Abstract in Portuguese
Esta pesquisa analisa estímulos empregados em uma amostra de publicidades televisivas de automóveis com o objetivo de compreender como estes interpelam o sujeito no que diz respeito à irracionalidade imanente ao consumismo exacerbado. O estudo se apoia nos conceitos de estética da mercadoria, indústria cultural, regressão e narcisismo, conforme entendidos pela teoria crítica e psicanálise freudiana. Defende-se a tese de que tais estímulos mobilizam certos mecanismos psíquicos a fim de transformar as pulsões individuais em ações de consumo. Sob a premissa do consumo conspícuo, cuja finalidade é a ostentação com vistas a status e prestígio social, investiga-se como as alterações na percepção dos indivíduos, provocadas pelas pseudoexperiências estéticas mediadas pela indústria cultural, usurpam do indivíduo um esquematismo interno responsável em estruturar a percepção em correspondência com o entendimento, fortalecendo assim a ideologia do consumo. Em decorrência dessa base conceitual, são tomados como categorias de análise da publicidade os conceitos psicanalíticos de regressão, narcisismo, repressão e identificação. A pesquisa de campo permitiu constatar que os estímulos identificados são elaborados com base na carência interna de individualidade e liberdade, que, mobilizada pela publicidade, tende a se expressar na regressão narcísica como uma estratégia de preservação do ego. O mecanismo de regressão é explorado por meio de imagens arcaicas, a fim de despertar pulsões não sublimadas e direcioná-las para o desejo de possuir a mercadoria anunciada
Title in English
Critical theory and advertising: the splendor of the automobile and the regression of the individual
Keywords in English
Aesthetics merchandise
Automobile Advertisement
Conspicuous consumption
Critical theory
Cultural industry
Psychic regression
Abstract in English
This research treats with stimulus used in television advertising of automobile, in order to understand the irrationality immanent in the current exacerbated consumption. The study is based on the concepts of aesthetic of the merchandise, cultural industry, regression, and narcissism, as they are understood by critical theory and Freudian psychoanalysis. It defends the thesis that such stimulus mobilizes certain psychic mechanisms in order to transform the pulsions in actions of consumer. Under the premise of conspicuous consumption, whose purpose is ostentation to get status and social prestige, it investigates how changes in the perception of individuals, caused by pseudo aesthetic experiences mediated by cultural industry, usurp the individual of an internal schematism responsible in structuring the perception in correspondence to the understanding, thus strengthening the ideology of consumption. On this conceptual basis, it is taken as analytical categories of advertising psychoanalytic concepts of regression, narcissism, repression, and identification. The field research allowed to figure out that the stimulus identified are produced based on the internal lack of individuality and freedom, which mobilized by advertising tends to express itself in narcissistic regression as a self-preservation strategy. The mechanism of regression is explored by archaic images, in order to awaken pulsions not sublimated and direct them to the desire to possess the advertised merchandise
 
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dorneles_corrigida.pdf (72.87 Mbytes)
Publishing Date
2016-08-11
 
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