Advertising, the art of discrediting

Authors

  • Armando Levy Maman Universidade de São Paulo

DOI:

https://doi.org/10.11606/issn.2316-9125.v13i3p81-89

Keywords:

mass advertising, corporate image, complaint letters, press.

Abstract

This study tries to evidence the damages in the image of Credicard SA, financial services company, because of its
massive investiments in advertisement. I presented this proposal of analysis to the specialization course in Communication Management, offered in Escola de Comunicações e Artes of USP, which would give me the necessary theoretical aparatus to think this issue and propose a solution. We analysed client complaint letters sent to newspapers and magazines in comparison with communication practiced by the corporation to sell its services. Six years later, this study would become the book “Advertising,
the art of generating discredit”, published by Editora da Fundação Getúlio Vargas.

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Author Biography

  • Armando Levy Maman, Universidade de São Paulo
    Especialista em Gestão da Comunicação e Mestre em Teoria e Pesquisa em Comunicação pela Escola de Comunicações e Artes da USP.

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Published

2008-12-30

Issue

Vol. 13 No. 3 (2008): Bicentenário da imprensa desafia sociedade a promover inclusão cognitiva

Section

Communication Gestion

License

I authorize the publication of the submitted article and soon the copyrights to the magazine, in the printed and electronic version, if it is approved after the evaluation of the reviewers.

I understand that readers may use this article without prior request, provided the source and authorship are mentioned. Readers are not authorized to use this article for reproduction, in whole or in part, for commercial purposes.

How to Cite

Maman, A. L. (2008). Advertising, the art of discrediting. Comunicação & Educação, 13(3), 81-89. https://doi.org/10.11606/issn.2316-9125.v13i3p81-89