The fantastic quotidian in Havaianas’s advertisement: The television commercial as a technology of the imaginary

Authors

  • Juliana Tonin Pontifical Catholic University of Rio Grande do Sul image/svg+xml
  • Larissa Azubel Pontifical Catholic University of Rio Grande do Sul image/svg+xml
  • Gabriela Kurtz Pontifical Catholic University of Rio Grande do Sul image/svg+xml
  • Karina Pereira Weber Pontifical Catholic University of Rio Grande do Sul image/svg+xml

DOI:

https://doi.org/10.11606/issn.1984-5057.v7i1p4-21

Keywords:

technologies of the imaginary, quotidian, contemporaneity, Havaianas

Abstract

From this study, we seek to think the role of the television commercial as a contemporary technology of the imaginary, in its stimulation of the knowledge of new references, potentiating new representations. Thus, we selected for the analysis two advertisements of a brand recognized by its Brazilianess, the Havaianas sandals. The perspective adopted is the comprehensive sociology, and authors as Durand, Maffesoli, Lipovetsky and Silva constitute this research referential.

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Author Biographies

  • Juliana Tonin, Pontifical Catholic University of Rio Grande do Sul
    Professora Adjunta do Programa de pós-graduação em Comunicação Social da PUCRS.
  • Larissa Azubel, Pontifical Catholic University of Rio Grande do Sul
    Doutoranda do Programa de Pós-Graduação em Comunicação Social da PUCRS – Brasil. Bolsista CNPq.
  • Gabriela Kurtz, Pontifical Catholic University of Rio Grande do Sul
    Mestranda do Programa de Pós-Graduação em Comunicação Social da PUCRS.
  • Karina Pereira Weber, Pontifical Catholic University of Rio Grande do Sul
    Mestranda do Programa de Pós-Graduação em Comunicação Social da PUCRS.

References

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Published

2015-07-15

Issue

Vol. 7 No. 1 (2015): Consumo e a estetização da vida cotidiana: uma perspectiva a cerca da publicidade e dos games

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

TONIN, Juliana; AZUBEL, Larissa; KURTZ, Gabriela; WEBER, Karina Pereira. The fantastic quotidian in Havaianas’s advertisement: The television commercial as a technology of the imaginary. Signos do Consumo, [S. l.], v. 7, n. 1, p. 4–21, 2015. DOI: 10.11606/issn.1984-5057.v7i1p4-21. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/111264. Acesso em: 7 feb. 2026.