“Mirror, mirror on the wall”: narcissism reflexes in advertising

Detalhes bibliográficos
Autor(a) principal: Rabello de Moraes, Bruna
Data de Publicação: 2018
Outros Autores: Sagebin Albuquerque de Miranda, Christiane Maria
Tipo de documento: Artigo
Idioma: por
Título da fonte: Estudos Interdisciplinares em Psicologia
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/eip/article/view/28336
Resumo: This article discusses the relationship between advertising and narcissism, from the psychoanalytic theory, aiming to problematize the question of narcissistic suffering today. It aims to understand the influence of the social context in promoting or perpetuating psychological distress and the role of advertising in this context. To illustrate what is "sold" beyond the real product advertising, nine slogans were used. We conclude that the constant imposition of narcissistic unachievable ideal for advertising, in addition to a company with subjects that use narcissistic defenses as a way to protect themselves from instability and insecurity, generates a growing narcissistic disinvestment of objects and an increase of drives libidinal focused on the ego, resulting in what the psychoanalyst Green (1988) calls "narcissism of death”.
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spelling “Mirror, mirror on the wall”: narcissism reflexes in advertising“Espejo, espejo mío”: reflejos del narcisismo en la publicidad”Espelho, espelho meu”: reflexos do narcisismo na publicidadeAdvertisingNarcissismSocietyPsychological SufferingPublicidadNarcisismoSociedadSufrimiento PsíquicoNarcisismoPublicidadeSociedadeSofrimento PsíquicoThis article discusses the relationship between advertising and narcissism, from the psychoanalytic theory, aiming to problematize the question of narcissistic suffering today. It aims to understand the influence of the social context in promoting or perpetuating psychological distress and the role of advertising in this context. To illustrate what is "sold" beyond the real product advertising, nine slogans were used. We conclude that the constant imposition of narcissistic unachievable ideal for advertising, in addition to a company with subjects that use narcissistic defenses as a way to protect themselves from instability and insecurity, generates a growing narcissistic disinvestment of objects and an increase of drives libidinal focused on the ego, resulting in what the psychoanalyst Green (1988) calls "narcissism of death”.En este artículo se analiza la relación entre la publicidad y el narcisismo, desde la teoría psicoanalítica, con el objetivo de cuestionar el sufrimiento narcisista hoy. Su objetivo es comprender la influencia del contexto social en la promoción o la perpetuación del sufrimiento psíquico y el papel de la publicidad en este contexto. Para ilustrar lo que se "vende" más allá de los verdaderos productos fueron utilizados nueve consignas. Llegamos a la conclusión de que la imposición constante de ideales narcisistas inalcanzables por la publicidad, además de una sociedad con sujetos que utilizan defensas narcisistas como una manera de protegerse de la inestabilidad y la inseguridad, genera una creciente desinversión narcisista de los objetos y un aumento de los impulsos libidinales enfocados en el ego, dando como resultado lo que el psicoanalista Green (1988) llama "narcisismo de muerte."Este artigo discute a relação entre publicidade e narcisismo, a partir da teoria psicanalítica, visando problematizar a questão do sofrimento narcísico na atualidade. Pretende compreender a influência do contexto social na promoção ou perpetuação do sofrimento psíquico e o papel da publicidade nesse contexto.  Para ilustrar o que é “vendido” além do real produto na publicidade foram utilizados nove slogans. Conclui-se que a constante imposição de ideais narcísicos inalcançáveis pela publicidade, somados a uma sociedade com sujeitos que se utilizam de defesas narcísicas, como forma de se protegerem da instabilidade e da insegurança, gera um crescente desinvestimento narcísico dos objetos e um incremento das pulsões libidinais voltadas ao próprio ego, resultando no que Green (1988) denomina “narcisismo de morte”.Universidade Estadual de Londrina2018-05-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/eip/article/view/2833610.5433/2236-6407.2018v9n1p126Estudos Interdisciplinares em Psicologia; v. 9 n. 1 (2018); 126-1422236-6407reponame:Estudos Interdisciplinares em Psicologiainstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/eip/article/view/28336/23593Copyright (c) 2018 Estudos Interdisciplinares em Psicologiahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessRabello de Moraes, BrunaSagebin Albuquerque de Miranda, Christiane Maria2022-11-24T14:49:57Zoai:ojs.pkp.sfu.ca:article/28336Revistahttps://www.uel.br/revistas/uel/index.php/eipPUBhttps://www.uel.br/revistas/uel/index.php/eip/oai||revistaeip@uel.br2236-64072236-6407opendoar:2022-11-24T14:49:57Estudos Interdisciplinares em Psicologia - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv “Mirror, mirror on the wall”: narcissism reflexes in advertising
“Espejo, espejo mío”: reflejos del narcisismo en la publicidad
”Espelho, espelho meu”: reflexos do narcisismo na publicidade
title “Mirror, mirror on the wall”: narcissism reflexes in advertising
spellingShingle “Mirror, mirror on the wall”: narcissism reflexes in advertising
Rabello de Moraes, Bruna
Advertising
Narcissism
Society
Psychological Suffering
Publicidad
Narcisismo
Sociedad
Sufrimiento Psíquico
Narcisismo
Publicidade
Sociedade
Sofrimento Psíquico
title_short “Mirror, mirror on the wall”: narcissism reflexes in advertising
title_full “Mirror, mirror on the wall”: narcissism reflexes in advertising
title_fullStr “Mirror, mirror on the wall”: narcissism reflexes in advertising
title_full_unstemmed “Mirror, mirror on the wall”: narcissism reflexes in advertising
title_sort “Mirror, mirror on the wall”: narcissism reflexes in advertising
author Rabello de Moraes, Bruna
author_facet Rabello de Moraes, Bruna
Sagebin Albuquerque de Miranda, Christiane Maria
author_role author
author2 Sagebin Albuquerque de Miranda, Christiane Maria
author2_role author
dc.contributor.author.fl_str_mv Rabello de Moraes, Bruna
Sagebin Albuquerque de Miranda, Christiane Maria
dc.subject.por.fl_str_mv Advertising
Narcissism
Society
Psychological Suffering
Publicidad
Narcisismo
Sociedad
Sufrimiento Psíquico
Narcisismo
Publicidade
Sociedade
Sofrimento Psíquico
topic Advertising
Narcissism
Society
Psychological Suffering
Publicidad
Narcisismo
Sociedad
Sufrimiento Psíquico
Narcisismo
Publicidade
Sociedade
Sofrimento Psíquico
description This article discusses the relationship between advertising and narcissism, from the psychoanalytic theory, aiming to problematize the question of narcissistic suffering today. It aims to understand the influence of the social context in promoting or perpetuating psychological distress and the role of advertising in this context. To illustrate what is "sold" beyond the real product advertising, nine slogans were used. We conclude that the constant imposition of narcissistic unachievable ideal for advertising, in addition to a company with subjects that use narcissistic defenses as a way to protect themselves from instability and insecurity, generates a growing narcissistic disinvestment of objects and an increase of drives libidinal focused on the ego, resulting in what the psychoanalyst Green (1988) calls "narcissism of death”.
publishDate 2018
dc.date.none.fl_str_mv 2018-05-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/eip/article/view/28336
10.5433/2236-6407.2018v9n1p126
url https://ojs.uel.br/revistas/uel/index.php/eip/article/view/28336
identifier_str_mv 10.5433/2236-6407.2018v9n1p126
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/eip/article/view/28336/23593
dc.rights.driver.fl_str_mv Copyright (c) 2018 Estudos Interdisciplinares em Psicologia
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Estudos Interdisciplinares em Psicologia
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Estudos Interdisciplinares em Psicologia; v. 9 n. 1 (2018); 126-142
2236-6407
reponame:Estudos Interdisciplinares em Psicologia
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Estudos Interdisciplinares em Psicologia
collection Estudos Interdisciplinares em Psicologia
repository.name.fl_str_mv Estudos Interdisciplinares em Psicologia - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||revistaeip@uel.br
_version_ 1799306108363341824

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