Newspaper advertising: strategies that instigate the consumption and the place of the credit

Detalhes bibliográficos
Autor(a) principal: Henningen, Inês
Data de Publicação: 2014
Outros Autores: Carvalho, Andréa Costa de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Em Questão (Online)
Texto Completo: https://seer.ufrgs.br/index.php/EmQuestao/article/view/37156
Resumo: The expansion of consumption and the democratization of credit can be identified as triggers of an economy of indebtedness. As the advertising of credit contributes to this scenario, we analyzed its discursive production in order to identify what is enunciated about consumption and credit, and discuss its effects on the modes of subjectivation. The materials, 83 ads collected from a newspaper, were analyzed according to the Foucaultian perspective of analysis of discourse and according to what is endorsed on the Code of Consumer Protection (CDC). As a result, we found a production of a transitory temporality and the constitution of products as personalized and capable of conferring differentiation, which foster consumption. The product credit is naturalized, as if it was only a purchase addendum. Its conditions are almost never present according to the Code, which can lead to unreflect purchase and to the over-indebtedness. According to the results, we point to an imperative review of this type of advertising.
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spelling Newspaper advertising: strategies that instigate the consumption and the place of the creditPublicidade em jornais: estratégias que instigam o consumo e o lugar do créditoConsumo. Crédito. Publicidade. Subjetividade. EndividamentoPublicidade do créditoConsumption. Credit. Advertising. Subjectivity. Indebtedness.The expansion of consumption and the democratization of credit can be identified as triggers of an economy of indebtedness. As the advertising of credit contributes to this scenario, we analyzed its discursive production in order to identify what is enunciated about consumption and credit, and discuss its effects on the modes of subjectivation. The materials, 83 ads collected from a newspaper, were analyzed according to the Foucaultian perspective of analysis of discourse and according to what is endorsed on the Code of Consumer Protection (CDC). As a result, we found a production of a transitory temporality and the constitution of products as personalized and capable of conferring differentiation, which foster consumption. The product credit is naturalized, as if it was only a purchase addendum. Its conditions are almost never present according to the Code, which can lead to unreflect purchase and to the over-indebtedness. According to the results, we point to an imperative review of this type of advertising.A expansão do consumo e a democratização do crédito podem ser apontadas como desencadeantes de uma economia do endividamento. Como a publicidade do crédito contribui para tal cenário, analisamos a produção discursiva dessa a fim de identificar o que se enuncia sobre consumo e crédito, e discutir seus efeitos nos modos de subjetivação. Os materiais,83 anúncios coletados de um jornal, foram analisados a partir da perspectiva da análise de discurso foucaultiana e face ao preconizado no Código de Defesa do Consumidor. Constatamos a produção de uma temporalidade fugaz e a constituição dos produtos como personalizados e capazes de conferir diferenciação, o que pressiona ao consumo. O produto crédito é naturalizado como se fosse mero adendo da compra. Suas condições quase nunca são devidamente apresentadas conforme o Código, o que pode levar à contratação irrefletida e ao superendividamento. Face aos resultados, apontamos ser imperiosa uma revisão deste tipo de publicidade. Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)2014-06-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/37156Em Questão; Vol. 20 No. 1 (2014); 224-246Em Questão; Vol. 20 Núm. 1 (2014); 224-246Em Questão; v. 20 n. 1 (2014); 224-2461808-52451807-8893reponame:Em Questão (Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/37156/32993Copyright (c) 2014 Inês Henningen, Andréa Costa de Carvalhohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessHenningen, InêsCarvalho, Andréa Costa de2024-03-18T17:13:43Zoai:seer.ufrgs.br:article/37156Revistahttps://seer.ufrgs.br/emquestao/PUBhttps://seer.ufrgs.br/EmQuestao/oaiemquestao@ufrgs.br||emquestao@ufrgs.br1808-52451807-8893opendoar:2024-03-18T17:13:43Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv Newspaper advertising: strategies that instigate the consumption and the place of the credit
Publicidade em jornais: estratégias que instigam o consumo e o lugar do crédito
title Newspaper advertising: strategies that instigate the consumption and the place of the credit
spellingShingle Newspaper advertising: strategies that instigate the consumption and the place of the credit
Henningen, Inês
Consumo. Crédito. Publicidade. Subjetividade. Endividamento
Publicidade do crédito
Consumption. Credit. Advertising. Subjectivity. Indebtedness.
title_short Newspaper advertising: strategies that instigate the consumption and the place of the credit
title_full Newspaper advertising: strategies that instigate the consumption and the place of the credit
title_fullStr Newspaper advertising: strategies that instigate the consumption and the place of the credit
title_full_unstemmed Newspaper advertising: strategies that instigate the consumption and the place of the credit
title_sort Newspaper advertising: strategies that instigate the consumption and the place of the credit
author Henningen, Inês
author_facet Henningen, Inês
Carvalho, Andréa Costa de
author_role author
author2 Carvalho, Andréa Costa de
author2_role author
dc.contributor.author.fl_str_mv Henningen, Inês
Carvalho, Andréa Costa de
dc.subject.por.fl_str_mv Consumo. Crédito. Publicidade. Subjetividade. Endividamento
Publicidade do crédito
Consumption. Credit. Advertising. Subjectivity. Indebtedness.
topic Consumo. Crédito. Publicidade. Subjetividade. Endividamento
Publicidade do crédito
Consumption. Credit. Advertising. Subjectivity. Indebtedness.
description The expansion of consumption and the democratization of credit can be identified as triggers of an economy of indebtedness. As the advertising of credit contributes to this scenario, we analyzed its discursive production in order to identify what is enunciated about consumption and credit, and discuss its effects on the modes of subjectivation. The materials, 83 ads collected from a newspaper, were analyzed according to the Foucaultian perspective of analysis of discourse and according to what is endorsed on the Code of Consumer Protection (CDC). As a result, we found a production of a transitory temporality and the constitution of products as personalized and capable of conferring differentiation, which foster consumption. The product credit is naturalized, as if it was only a purchase addendum. Its conditions are almost never present according to the Code, which can lead to unreflect purchase and to the over-indebtedness. According to the results, we point to an imperative review of this type of advertising.
publishDate 2014
dc.date.none.fl_str_mv 2014-06-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/37156
url https://seer.ufrgs.br/index.php/EmQuestao/article/view/37156
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/37156/32993
dc.rights.driver.fl_str_mv Copyright (c) 2014 Inês Henningen, Andréa Costa de Carvalho
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Inês Henningen, Andréa Costa de Carvalho
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 Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
dc.source.none.fl_str_mv Em Questão; Vol. 20 No. 1 (2014); 224-246
Em Questão; Vol. 20 Núm. 1 (2014); 224-246
Em Questão; v. 20 n. 1 (2014); 224-246
1808-5245
1807-8893
reponame:Em Questão (Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str Em Questão (Online)
collection Em Questão (Online)
repository.name.fl_str_mv Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv emquestao@ufrgs.br||emquestao@ufrgs.br
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