Contraintuitive advertising: possible articulation and refections on the stigma and social stereotypes
DOI:
https://doi.org/10.11606/issn.1982-677X.rum.2008.51124Keywords:
Counterintuitive publicity, stigmas, stereotypes, social prejudice.Abstract
In this article we present, in a synthetic and strict way, some indications about the conceptual notions of counterintuitive publicity, its possible effects and the articulation of its discourse in the revaluation of beliefs and deconstruction of stigma and social stereotypical thoughts. To apply the constructed observations and discuss the influence of this narrative in the individual’s cognitive repertory and in the social collective, we use as a exemplification object the advertisement ad “Real beauty” from Dove/Unilever to the Firming line (2006).Downloads
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