Publicidade Crítica e Publicidade Tradicional
This work intends to understand and compare the traditional publicity, based on criticism of the cultural industry of Adorno and Horkheimer theories and in the history of publicity in Brazil and in the world, with the proposal of critique publicity as exemplified by Oliviero Toscani. Our objectiv...
| Autor principal: | Santos, Letícia Neves Teixeira Dos |
|---|---|
| Grau: | Monografia |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Tocantins
2022
|
| Assuntos: | |
| Acesso em linha: |
http://hdl.handle.net/11612/4038 |
| Resumo: |
|---|
|
This work intends to understand and compare the traditional publicity, based on criticism of
the cultural industry of Adorno and Horkheimer theories and in the history of publicity in
Brazil and in the world, with the proposal of critique publicity as exemplified by Oliviero
Toscani. Our objective is to criticize a type of publicity that disregards human interest to
privilege profit and value a publicity that rescues reflection and humanity. For this, we seek
philosophical concepts involved in publicity and use them to compare traditional and
critique publicity. Among the concepts that we explore is the one of enlightenment, since it
starts from a critique of the scientific and philosophical knowledge instituted in favor of the
domination of humanity itself through technique; also Cultural Industry and Mass Culture,
which in turn are terms that evoke the idea of how culture ceased to be a spontaneous human
condition, to become another field of capitalist economic exploitation. We also present
Toscani's publicity and critical proposal, through images and texts by the author. After
comparing them in the light of Frankfurt's philosophy, we were able to consider that critical
advertising values its purpose with human interests and traditional advertising reviews its
priority relationships with profitability. |