Trabalho publicitário: do capital de sucesso ao sofrimento tamponado

• Ano de defesa: 2017
• Autor(a) principal: Lopes, Isabel Vieira
• Orientador(a): Prado, José Luiz Aidar
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Faculdade de Filosofia, Comunicação, Letras e Artes
• País: Brasil
• Palavras-chave em Português: Publicidade; Neoliberalismo; Capital humano
• Palavras-chave em Inglês: Advertising; Neoliberalism; Human capital
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/20660

This research investigates the counterpoint between the social imaginary of the advertiser and the daily work narratives, starting with two questions: what is success for an advertiser? How does this capital sustain itself? To answer them, it begins with the changes that occurred in the activities of the sector after 1980, and interviews with 11 advertisers to map the attributes that build this human capital. Then, through the French semiotics of Greimas, Pottier and Zilberberg, we analyze the construction of speeches that concretize these attributes and capture the bodies in daily life, analyzing specialized media portals, awards and pages created by the advertisers themselves about their profession on Facebook. Finally, we investigate the influence of these discourses in the daily work, using the interviews conducted and an internet research organized by the advertiser Caio de Andrade with more than 1.200 advertisers, concerning the agencies in which they work. To connect this research with studies about work transformations, the imperative of happiness, the construction of its modulatory narratives and its consequences for individuals, we use theories like neoliberalism (Wendy Brown, Dardot e Laval), human capital (Lopes-Ruiz), immaterial labor (Gorz), imperative of happiness (Freire Filho), fetish (Žižek) and society of fatigue (Han)