Contraintuitive advertising: possible articulation and refections on the stigma and social stereotypes

Authors

  • Francisco Leite University of São Paulo (USP), Brazil.

DOI:

https://doi.org/10.11606/issn.1982-677X.rum.2008.51124

Keywords:

Counterintuitive publicity, stigmas, stereotypes, social prejudice.

Abstract

In this article we present, in a synthetic and strict way, some indications about the conceptual notions of counterintuitive publicity, its possible effects and the articulation of its discourse in the revaluation of beliefs and deconstruction of stigma and social stereotypical thoughts. To apply the constructed observations and discuss the influence of this narrative in the individual’s cognitive repertory and in the social collective, we use as a exemplification object the advertisement ad “Real beauty” from Dove/Unilever to the Firming line (2006).

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Author Biography

  • Francisco Leite, University of São Paulo (USP), Brazil.
    Master candidate at the PostGraduate Programme in Communication of the University of São Paulo (USP), Brazil. holisticoleite@yahoo.com.br

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Published

2008-12-13

Issue

Vol. 2 No. 3 (2008)

Section

Articles

License

Declaro a total e irrestrita cessão de direitos autorais sobre o texto enviado para publicação na Rumores – Revista Online de Comunicação, Linguagem e Mídias. Entendo que o conteúdo do artigo é de minha inteira responsabilidade, inclusive cabendo a mim a apresentação de permissão para uso de imagens, ilustrações, tabelas, gráficos de terceiros que, porventura, venham a integrá-lo.

How to Cite

Contraintuitive advertising: possible articulation and refections on the stigma and social stereotypes. RuMoRes, [S. l.], v. 2, n. 3, 2008. DOI: 10.11606/issn.1982-677X.rum.2008.51124. Disponível em: https://www.periodicos.usp.br/Rumores/article/view/51124.. Acesso em: 14 may. 2024.