The advertising appropriation of the social

Skol Reposter and its ideologies of consumption

Abstract

This study seeks to investigate how commercial advertising with central emotional appeal of social cause uses consumer ideologies to favor the advertised brand. The empirical object studied through discourse analysis was the Skol Reposter campaign, published in March 2017, with a central appeal linked to the feminist cause. As a theoretical basis, readings about ideology and consumer society were mainly used, including Thompson’s (1995) “ideological modes of operation”. As a general conclusion, it was observed that the advertisement has several statements that can function as consumption ideologies because they can hide the historical contribution of the brand with an idea of objectification of woman.