Gimmicks the paradox of politics: Why it´s to human who already human

Authors

  • Sérgio Roberto Trein Universidade do Vale do Rio dos Sinos

DOI:

https://doi.org/10.11606/issn.1984-5057.v3i1p44-56

Keywords:

politics, gimmicks, humanization, political communication

Abstract

The objective of this research is to understand the use of gimmicks in political communication. In advertising, gimmicks serve to humanize the products and thus create an emotional bond with consumers. Why, however, regarding the policy, to humanize those who are already human? To explain this question, initially, is a theoretical reflection on the individuals' distrust in democratic institutions. Following section discusses three political gimmicks.

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Author Biography

  • Sérgio Roberto Trein, Universidade do Vale do Rio dos Sinos
    Publicitário. Doutor em Comunicação Política. Professor dos cursos de Comunicação Social da Universidade do Vale do Rio dos Sinos (UNISINOS).

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Published

2011-06-16

Issue

Vol. 3 No. 1 (2011): Signos do Consumo, Caleidoscópica

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

Gimmicks the paradox of politics: Why it´s to human who already human. Signos do Consumo, [S. l.], v. 3, n. 1, p. 44–56, 2011. DOI: 10.11606/issn.1984-5057.v3i1p44-56. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/49999.. Acesso em: 18 may. 2024.