Entrepreneurship and performance in publicity to women: a theoretical-critical analysis

• Autor(a) principal: Neto, Valdemir Pereira de Queiroz
• Data de Publicação: 2016
• Outros Autores: Severiano, Maria de Fátima Vieira
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Psicologia (Fortaleza. Online)
• Texto Completo: http://www.periodicos.ufc.br/psicologiaufc/article/view/3676
• topic: Publicity. Feminine Subjectivity. Consumerism. Entrepreneurship.; Publicidade. Subjetividade Feminina. Consumo. Empreendedorismo.

The realization of this work was motivated by a concern about the new structuration forms of feminine subjectivity produced by the Culture Industry and Publicity, which are considered as a privileged symbolic instance of the contemporaneous consumer society. The object of study consists in the investigation of psychosocial meanings in publicities directed to the feminine public that privilege the enterprise culture as a model of identity prescription. The Critical Theory from Frankfurt School was adopted as the theoreticalmethodological axis besides contemporaneous authors. The empirical research was developed from the collection of publicity ads directed to the feminine public in Você S/A magazines between 2011 and 2013. Publicity ads that express appeal to the professional success as a facilitator of high-level performances were selected .The discourse of entrepreneurship constituted the category of analysis. A qualitative analysis of theoretical-critical nature was chosen as methodological strategy of the cited discourse enabling reflection on the merchandising of human attributes.