Between the fear of being just one more and the demand for being yourself: distinguishment and authenticity in the Brazilian advertising of the years 1970 and 2000

Abstract

This article analyzes and compares the Brazilian ads published in the 1970’s and 2000’s in order to discover what changes occurred in the models of subjectivity presented by advertising between the two periods investigated. The empirical evidence show, in the ads of the 1970’s, a predominance of incentives for individuals to understand themselves and relate to others through the pursuit of distinction and social status. Since 2000, it is identified the rise of appeals relating to authenticity, in which products and brands promise to help people to be themselves. In addition to showing how the ideals of distinction and authenticity are elaborated in advertising, the article seeks to understand what made possible the assimilation of the discourse of authenticity by advertising.