Uma cartografia da publicidade social brasileira

• Ano de defesa: 2024
• Autor(a) principal: Fernandes, Arion
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; Brasil; Comunicação; UFSM; Programa de Pós-Graduação em Comunicação; Centro de Ciências Sociais e Humanas
• Palavras-chave em Português: Publicidade; Publicidade social; Causas sociais; Cartografia; Práticas publicitárias contemporâneas; Advertising; Social advertising; Social causes; Cartography; Contemporary advertising practices; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/34364

Based on the observation of advertising approaches that have begun to incorporate socio-ecological discourses and themes from marginalized groups into marketing narratives, this research focuses on new advertising practices and Brazilian social advertising. The central question that drives this study is to understand what are the effects of social causes on the field of advertising, considering Pierre Bourdieu's concepts of doxa, heteronomy, and refraction? The main objective is to analyze the arrangements of doxa, heteronomy, and refraction within the advertising field concerning social causes. The specific objectives are: a) to observe the movements of the advertising field regarding causes, considering the production pole; b) to evaluate the movements of the advertising field regarding causes, focusing on the product/advertisement; c) to map the movements of the advertising field regarding causes, considering scientific-academic production; d) to construct a map of the movements of causes within the advertising field. The theoretical framework understands advertising as a field (Petermann, 2017), in a dialogical relationship with society. We start from Bourdieu's concept of field (1998), describing the configuration of doxa, refraction, and heteronomy. We explore the structure of advertising production and new models through Aucar (2016), Petermann (2017), Wottrich (2019, p. 71), Petermann (2023), and Schuch (2019). Additionally, we conceptualized minorities based on Sodré (2005), explored causes as symbolic link between brands with Trindade (2010), Perez (2020), and Pompeu (2021), and traced a timeline of causes in advertising using Andres (2012), Scherer (2020), Minuzzi (2020), and Petermann (2016). Our methodology is cartography, based on Deleuze and Guattari (1995), and we determined analytical categories based on Bourdieu's field formation. As a result of this research trajectory, we identified two points of intensity, the strategic relationship between advertising and causes, and new formats of advertising action. We observed how brands strategically incorporate causes to create symbolic links between themselves and consumers. As a line of escape from the rhizome, we have the effects of the appropriation of causes by advertising. While advertising can contribute by increasing the visibility of causes, there is a risk of brands becoming spokespersons for these causes, aiming only at economic advantages, without genuinely contributing to their demands or committing to social transformation.