Adolescências e juventudes na publicidade televisiva: cartografias de um terrítório existencial

• Ano de defesa: 2009
• Autor(a) principal: Rocha, Reno Moura
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: http://www.teses.ufc.br/
• Palavras-chave em Português: Cartografia; Adolescencia; Publicidade; Televisão; Advertisement; Adolescence; Television; Anúncios e jovens - Aspectos psicológicos; Psicologia do adolescente; Anúncios em televisão - Aspectos psicológicos
• Link de acesso: http://www.repositorio.ufc.br/handle/riufc/2529

By its constant presence on contemporary television and advertisings, the adolescent subject has assumed a central role on nowadays subjectivity. However, besides that notorious fact and all the studies to reinforce its relevance, television advertising is very little discussed by psychology in its relationship with adolescence. On the other hand, various adolescence models have been defined by the psi knowledge, prioritizing one or another aspect like the essential question for the constitution of the adolescent identity, be it education, work, family and sexuality or any other. Based on Guattari’s subjectivity theory, this study tries to trace a cartography of the Brazilian television advertisement as an existential territory of adolescence, starting in the confrontation between those concrete agencies, the scientific models of adolescence produced by psychology and the history and media institutions that marked the origin and the transfiguration of adolescence along modernity. We did the registry and the analysis of 48 advertisements aired in four channels of open television, during March of 2009. Starting with those analyses, we tried to produce a discussion about 17 themes that evocate problematic points in those advertisements: family, education, technology, politics, joy, experimentation, insecurity, autonomy, beauty, health, sexuality, group, work, fame, happiness, consume and nature. We didn’t try, however, to institute a new model of adolescence to surpass the others, but to comprehend the adolescence as the seed of a founding multiplicity that turns a group of varied existential territories and that are not reduced to each other. Based on this cartography of the existential territory of the adolescence on television advertising, we suppose that all theoretical models and all historical configurations of adolescence can just be considered partial and undistinguished productions of the devices and institutions that agency them.