Signos do Consumo
type: channel
description: The journal Signos do Consumo specializes in studies on marketing and advertising, public relations, and market and consumption phenomena. Its mission is creating a forum for the exchange of knowledge in a network, through scientific articles and book reviews, for the national and international scientific community interested in disseminating the results of its researches, essays, and reflections concerning studies in the area of Communication. Article languages for publication: Portuguese, Spanish, and English. ISSN: 1984-5057
publisher: Universidade de São Paulo. Escola de Comunicações e Artes
language: en
publication name: Signos do Consumo
issn: 1984-5057
copyright: Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
items: Signos do Consumo: novas conquistas, outros desafios
items: AI in advertising or advertising in AI?
items: The impact of Jaguar’s rebranding on consumer perception
items: Sustainable place branding: how technology can support new forms of connection with nature
items: The objectification of women on digital contact platforms: a critical analysis of web portals accessible in Pontevedra
items: The visibility of older women in advertising: an analysis of ageism in the luxury fashion sector
items: Communication for an inclusive and plural society: the need for authenticity in banking campaigns
items: Stories that connect us: analysing rhetoric in Disney advertising campaigns
items: Ventura inc.: when celebrity matters more than the party
items: The signs of consumption: reinventing realities
items: “Rare Health” platform: a turnaround in the consumption of information about rare diseases
items: Shitposting and brand expressivity: an analysis of Bis’ Instagram
items: Mark Fisher's Post-Capitalist Desire against the shallow critique of “consumerism”
items: The influence of advertising objects on identity construction: between brands and consumption rituals
items: AI, human skills and the “feared” ethics
items: Advertising efficiency in applied models from the perspective of connective advertising
items: Artificial intelligence and maternal “resurrection”: the advertisement “Como Nossos Pais”
items: The consumption rituals in bookstagram and the bookcycle process: digital mediations and the platformization of reading
items: Branding China: Instagram as a tool for China’s promotion in Brazil
items: The Substance: a critique of consumer society and the tyranny of image in advertising
items: Os signos do consumo no seio da vida social: das linguagens aos fatos, dos fatos às mudanças sociais
items: erything is an #ad? The subtle and complex dimensionof everyday advertising
items: A proposal to characterize persuasive strategies in gastronomic reviews by digital influencers on Instagram
items: Belle Époque, Nostalgia, and Consumption in the Farm Rio–Sézane Collection
items: Meaning, desire, and consumption: semiotic dynamics and strategies of value attribution
items: The Telenovela Vai na Fé, the Culture of Convergence, and Transmedia Expansion
items: The Substance: an immersion into Bauman's universe of Consumption and the construction of the self
items: Signos do consumo e novas literacias: debatendo as condições interpretativas das realidades
items: Consuming to save the world: A case study on the discourse propagated by Apple (RED)
items: Transformaciones en las percepciones sobre publicidad:informe de una experiencia docente sobre las posiblesinfluencias de la educación superior

Signos do Consumo: novas conquistas, outros desafios
type: item
description: Texto de apresentação da edição.
subject: PRESENTATION
  topic: section
subject: Signos do Consumo
  topic: keywords
creator: Eneus Trindade
creator: Clotilde Perez
rights: Copyright (c) 2025
date: 2025-12-31
publication date: 2025-12-31
starting page: e247262
ending page: e247262
doi: 10.11606/issn.1984-5057.v17i2e247262

AI in advertising or advertising in AI?
type: item
description: In an era in which the use of Artificial Intelligence to help with countless tasks is almost as natural as breathing, advertising is no exception. The search for advertising in an increasingly demanding and expanding e-commerce market cannot be answered in light of the traditional model. Therefore, and taking into account the applicability of Artificial Intelligence techniques in the most diverse domains, these tools are used in an attempt to facilitate the creation of advertising material and save time and resources. But is the application of these tools beneficial at all levels? Will there be data that allows us to draw accurate conclusions? It is increasingly difficult to discern where the barrier between reality and intelligence dissolves, making it urgent to gain greater awareness of this topic.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: artificial intelligence (AI)
  topic: keywords
subject: advertising
  topic: keywords
subject: smart advertising
  topic: keywords
subject: manipulation
  topic: keywords
subject: threats
  topic: keywords
creator: Rita Dinis Delgado
rights: Copyright (c) 2025 Rita Dinis Delgado https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e244076
ending page: e244076
doi: 10.11606/issn.1984-5057.v17i2e244076

The impact of Jaguar’s rebranding on consumer perception
type: item
description: This study primarily aims to deepen the understanding of Jaguar’s rebranding and to examine how the recent changes made to its brand identity have influenced consumer perception. To this end, the following research question was posed: What is consumers’ perception of Jaguar’s rebranding? To address this question, the authors began with a literature review on the topic under analysis and subsequently conducted an online survey, obtaining 255 valid responses. Based on the results, it was found that Jaguar’s rebranding did not have a significant impact on the perception of most respondents, particularly regarding visibility, reputation, and purchase intention. However, the study opens the discussion to broader debates about the impact of rebranding on brand perception and encourages reflection on the challenges that traditional brands face in their repositioning processes.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: strategy
  topic: keywords
subject: Jaguar
  topic: keywords
subject: motivations
  topic: keywords
subject: consumer perception
  topic: keywords
subject: rebranding
  topic: keywords
creator: Fabiana Cabeça
creator: Alexandre Duarte
rights: Copyright (c) 2025 Fabiana Cabeça, Alexandre Duarte https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e243595
ending page: e243595
doi: 10.11606/issn.1984-5057.v17i2e243595

Sustainable place branding: how technology can support new forms of connection with nature
type: item
description: In an increasingly digital society, restoring contact with nature has become a major challenge. This study proposes green place branding as an innovative way to foster emotional bonds between people and the natural environments in their cities, combining immersive technologies with an inclusive and emotionally positive brand approach. Based on an exploratory study using interviews and surveys, the initial findings suggest that immersive tools can generate hybrid experiences that integrate both physical and digital dimensions. The analysis highlights the value of authentic, community-driven storytelling to promote emotional connections while avoiding alarmist narratives that tend to create distance. Clear, transparent, and participatory campaigns are also shown to be essential. Technology is likewise presented as a useful administrative resource for managing these spaces. However, potential risks such as social exclusion and loss of authenticity are noted. The study acknowledges several limitations and outlines future research directions in the field of green place branding.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: sustainable place branding
  topic: keywords
subject: digital placemaking
  topic: keywords
subject: sustainable spaces
  topic: keywords
subject: sustainability
  topic: keywords
subject: advertising communication
  topic: keywords
creator: Maria Fernandez-Osso Fuentes
rights: Copyright (c) 2025 Maria Fernandez-Osso Fuentes https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e243300
ending page: e243300
doi: 10.11606/issn.1984-5057.v17i2e243300

The objectification of women on digital contact platforms: a critical analysis of web portals accessible in Pontevedra
type: item
description: This study comparatively analyses seven digital portals intended for sexual contact in Pontevedra, Galicia, to identify common elements in their advertisements, structure, and functionalities. Using a qualitative methodology, the work focuses on four key dimensions: legal notices and access, general portal structure, detailed advertisement presentation, and noteworthy functionalities, including interaction and geolocation. The results show varied practices regarding adult access and different levels of interaction, highlighting the widespread use of WhatsApp for immediate communication and evaluation systems similar to commercial platforms. It is concluded that these platforms reflect and reinforce dynamics of contemporary digital consumption, emphasising the importance of geographical proximity and instantaneous interaction in digitally mediated relationships.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: women’s objectification
  topic: keywords
subject: digital dating platforms
  topic: keywords
subject: digital sexuality
  topic: keywords
creator: Xabier Martínez Rolán
creator: María Isabel Míguez González
creator: Alexandre Duarte
creator: Alberto Dafonte Gómez
rights: Copyright (c) 2025 Xabier Martínez Rolán, María Isabel Míguez González, Alexandre Duarte, Alberto Dafonte Gómez https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e243127
ending page: e243127
doi: 10.11606/issn.1984-5057.v17i2e243127

The visibility of older women in advertising: an analysis of ageism in the luxury fashion sector
type: item
description: Ageism has become a serious problem in today's society and effective communication and advertising strategies are needed to improve its visibility and integration. Using a qualitative-quantitative methodological approach, the online communication of luxury retail brands Loewe and Saint Laurent was examined, focusing on their websites and Instagram. The results indicate that only 6.5% of the total analysed shows the presence of older women, with an upward trend in recent years. The main conclusions underscore that, despite the low percentage, a greater commitment to combating ageism is evident in the sector, with scarce representations where negative stereotypes are not evident.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: advertising
  topic: keywords
subject: ageism
  topic: keywords
subject: consumption
  topic: keywords
subject: fashion
  topic: keywords
subject: luxury
  topic: keywords
creator: Jonatán Camacho-Escobar
creator: Carlos Sáenz-Torralba
creator: María Salinas-Vázquez
rights: Copyright (c) 2025 Jonatán Camacho-Escobar, Carlos Sáenz-Torralba, María Salinas-Vázquez https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e243120
ending page: e243120
doi: 10.11606/issn.1984-5057.v17i2e243120

Communication for an inclusive and plural society: the need for authenticity in banking campaigns
type: item
description: This article analyzes the perception of authenticity in diversity and inclusion campaigns developed by banking institutions, based on a focus group conducted with seven participants representing diverse client and employee profiles within the financial sector. The study was conducted in Spain in June 2024. The study adopts a qualitative and interpretive approach, grounded in the principles of inclusive communication and corporate social responsibility. The findings reveal a gap between advertising discourse and internal practices, highlighting ethical and communicational challenges in building a genuinely plural organizational culture. The study concludes that authenticity is a decisive factor for fostering institutional trust and reputation in the contemporary financial sector.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: inclusive communication
  topic: keywords
subject: authenticity
  topic: keywords
subject: banking campaigns
  topic: keywords
subject: corporate social responsibility
  topic: keywords
subject: Spain
  topic: keywords
creator: José-Antonio López-Martín
creator: Javier García-López
creator: Francisco Cabezuelo-Lorenzo
rights: Copyright (c) 2025 José-Antonio López-Martín, Javier García-López, Francisco Cabezuelo-Lorenzo https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e242903
ending page: e242903
doi: 10.11606/issn.1984-5057.v17i2e242903

Stories that connect us: analysing rhetoric in Disney advertising campaigns
type: item
description: The study analyses Disney s Christmas advertising trilogy Stories that connect us (2020-2022), identifying communication and storytelling strategies that strengthen emotional bonds between the brand and the audience. The research is based on Veríssimo’s analytical framework (2021a; 2021b), considering the effects on ad processing, brand communication, and consumer decision-making. The campaigns highlight memories, traditions, and family ties, using a teddy bear Mickey as a symbol of temporal continuity. By combining branding and classical rhetoric, the narratives employ pathos and ethos to evoke emotion and credibility. The results indicate that the campaigns go beyond commercial promotion, contributing to the symbolic construction of audience identity, reinforcing loyalty, and projecting ideals of a better world.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: advertising
  topic: keywords
subject: stories that connect us
  topic: keywords
subject: storytelling
  topic: keywords
subject: Disney
  topic: keywords
subject: emotional ties
  topic: keywords
creator: Hadassa Guimarães Oliveira
creator: Bruno Frutuoso Costa
creator: Mariana Pinto Góis
rights: Copyright (c) 2025 Bruno Frutuoso Costa, Hadassa Guimarães Oliveira, Mariana Pinto Góis https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e242894
ending page: e242894
doi: 10.11606/issn.1984-5057.v17i2e242894

Ventura inc.: when celebrity matters more than the party
type: item
description: This article examines the radical personalization of Portuguese politics through the case of André Ventura and the CHEGA party, arguing that the leader’s central role has turned the party into a personal brand. Using a multidisciplinary framework, the study integrates theories of political mediatization, celebrity culture, and radical right- -wing populist discourse. Through critical discourse analysis, midia coverage, and digital communication strategies, the article shows how Ventura built a charismatic persona grounded in direct communication, moral polarization, and rhetorical simplification. The case is contextualized within a comparative perspective, drawing parallels with figures like Donald Trump, Jair Bolsonaro, and Javier Milei. The findings suggest that extreme personalization weakens party institutionalization, replaces ideological debate with leader-centric loyalty, and threatens the principles of democratic representation. The study contributes to understanding how market logics, digital midia, and the erosion of traditional structures are reshaping contemporary politics.
subject: Dossiê - 1ª Conferência Ibero-Americana de Publicidade
  topic: section
subject: right-wing populism
  topic: keywords
subject: political personalization
  topic: keywords
subject: celebrity culture
  topic: keywords
subject: mediatization
  topic: keywords
subject: social media
  topic: keywords
subject: political branding
  topic: keywords
creator: Ana Filipa Joaquim
rights: Copyright (c) 2025 Ana Filipa Joaquim https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e242893
ending page: e242893
doi: 10.11606/issn.1984-5057.v17i2e242893

The signs of consumption: reinventing realities
type: item
subject: PRESENTATION
  topic: section
subject: Signos do Consumo
  topic: keywords
creator: Clotilde Perez
creator: Eneus Trindade
rights: Copyright (c) 2025 Clotilde Perez, Eneus Trindade https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e238285
ending page: e238285
doi: 10.11606/issn.1984-5057.v17i1e238285

“Rare Health” platform: a turnaround in the consumption of information about rare diseases
type: item
description: This article aims to bring to the debate on advertising communication, the first results of empirical research into the “Rare Health Platform,” an interactive technology produced in open code, based on the Cívis Platform and structured on the Social Advertising methodology. It has the participation of researchers, teachers, students and organizations run by people linked to the universe of orphan pathologies. The digital environment aims to strengthen practices to combat media disinformation on the part of the health market, which profits from the lack of information about these diseases. The initiative allows ordinary people to register their institutions and projects, in an intuitive and free way, strengthening the exchange of experience by those with the same interest. As initial results, the platform has 46 registered organizations, the participation of more than 40 students and the effective contribution of representatives of social movements.
subject: ARTICLES
  topic: section
subject: mediatization
  topic: keywords
subject: public interest social advertising
  topic: keywords
subject: Rare Health Platform
  topic: keywords
subject: citizen science
  topic: keywords
subject: information consumption
  topic: keywords
creator: Patrícia Gonçalves Saldanha
creator: Josir Cardoso Gomes
rights: Copyright (c) 2025 Patrícia Gonçalves Saldanha, Josir Cardoso Gomes https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e237240
ending page: e237240
doi: 10.11606/issn.1984-5057.v17i1e237240

Shitposting and brand expressivity: an analysis of Bis’ Instagram
type: item
description: The work analyzes the use of shitposts in the communication of the Bis brand on Instagram. In a quantitative analysis of the 2023 publications, the research verifies the recurrence in which Bis uses shitposting to connect with consumers. This is followed by a classification of the recurring themes in these posts, based on Woods (2023). It discusses how the elements of brand expressivity (Perez, 2017) are integrated into the posts, using humor and irony to reinforce the brand’s identity and promote interactions with the public.
subject: ARTICLES
  topic: section
subject: Shitpost
  topic: keywords
subject: Memes
  topic: keywords
subject: Advertising
  topic: keywords
subject: Consumption
  topic: keywords
subject: brand
  topic: keywords
creator: Pablo Moreno Fernandes
creator: Cecilia Pawlow
rights: Copyright (c) 2025 Pablo Moreno Fernandes, Cecilia Pawlow https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e236295
ending page: e236295
doi: 10.11606/issn.1984-5057.v17i1e236295

Mark Fisher's Post-Capitalist Desire against the shallow critique of “consumerism”
type: item
subject: REVIEWS
  topic: section
subject: post-capitalism
  topic: keywords
subject: consumption
  topic: keywords
subject: capitalist realism
  topic: keywords
subject: desire
  topic: keywords
subject: subjectivity
  topic: keywords
creator: Lucas Zanardo Milanez
rights: Copyright (c) 2025 Lucas Zanardo Milanez https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e236232
ending page: e236232
doi: 10.11606/issn.1984-5057.v17i1e236232

The influence of advertising objects on identity construction: between brands and consumption rituals
type: item
description: This paper aims to understand the logical relationships between advertising objects and individuals, in order to make explicit the meanings established between them, seeking to explore their contributions to identity construction and expression. To this end, an anthroposemiotic approach is adopted, articulating Charles S. Peirce’s semiotic structure with studies from the anthropology of consumption, through interviews and visits to the homes of three influencers. It is concluded that advertising objects are powerful in creating and discussing identities through the different stages of the consumption rituals to which they are subjected, based on dimensions related to formal compositions, personal histories, and relationships with brands.
subject: ARTICLES
  topic: section
subject: advertising object
  topic: keywords
subject: consumption
  topic: keywords
subject: identity
  topic: keywords
subject: anthroposemiotic
  topic: keywords
subject: influencers
  topic: keywords
creator: Rafael Orlandini
rights: Copyright (c) 2025 Rafael Orlandini https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e236215
ending page: e236215
doi: 10.11606/issn.1984-5057.v17i1e236215

AI, human skills and the “feared” ethics
type: item
description: The book “Desmistificando a IA”, by Dora Kaufman, analyzes the impacts of artificial intelligence on society, disseminating information on the subject and deconstructing exaggerated fears. The author explores everything from the fundamentals of AI, such as neural networks and deep learning, to ethical and social challenges, such as algorithmic bias and transparency. In fact, Kaufman argues that AI does not have its own intelligence, but rather an advanced statistical ability to identify patterns and optimize processes. The work highlights the importance of an interdisciplinary approach, arguing that the critical understanding of technology must involve both professionals in the exact sciences and the humanities.
subject: REVIEWS
  topic: section
subject: Artificial intelligence
  topic: keywords
subject: algorithms
  topic: keywords
subject: technology
  topic: keywords
subject: ethics
  topic: keywords
subject: society
  topic: keywords
creator: Anna Luísa Peixoto Bracarence de Magalhães
rights: Copyright (c) 2025 Anna Luísa Peixoto Bracarence de Magalhães https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e236204
ending page: e236204
doi: 10.11606/issn.1984-5057.v17i1e236204

Advertising efficiency in applied models from the perspective of connective advertising
type: item
description: The field of advertising has historically maintained strong connections with other domains, especially technology, from which it draws support for avant-garde actions. Currently, in its interplay with intelligent technologies, discussions have emerged around innovation and efficiency, driven by the transformation of the media ecosystem and the rise of digital advertising. In this context, this study analyzes how advertising efficiency relates to innovation in research focused on technological models applied to the sector. It draws from a broader investigation that seeks to understand how advertising connects with intelligent technologies from the perspective of applied experiments or models related to efficiency. The findings present perspectives for updating the concept of efficiency in the advertising field, in connection with digital and intelligent technologies and environments.
subject: ARTICLES
  topic: section
subject: advertising
  topic: keywords
subject: efficiency
  topic: keywords
subject: innovation
  topic: keywords
subject: intelligent technologies
  topic: keywords
subject: applied models
  topic: keywords
creator: Janderle Rabaiolli
creator: Rodrigo Stéfani Correa
rights: Copyright (c) 2025 Janderle Rabaiolli, Rodrigo Stéfani Correa https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e236146
ending page: e236146
doi: 10.11606/issn.1984-5057.v17i1e236146

Artificial intelligence and maternal “resurrection”: the advertisement “Como Nossos Pais”
type: item
description: Volkswagen’s 70th-anniversary commemorative advertisement in Brazil “resurrected,” through artificial intelligence, the singer Elis Regina in a duet with her daughter Maria Rita. This achievement brought visibility to an imaginary of the mother-daughter relationship that endowed the campaign with cultural values related to motherhood. The research aimed to understand the meanings of motherhood (re)produced in the brand’s advertisement. To that end, theoretical frameworks addressing motherhood, consumer culture, and media technologies were used. As a methodological approach, the thematic content analysis was employed. The research revealed that the Volkswagen commercial (re)produced the following meanings of motherhood: an idealized and naturalized motherhood as a relationship of care, nurturing, affection, and positive experiences for mothers and children, associated with the use of Volkswagen motor vehicles. Some of these values represent understandings of motherhood aligned with the assumptions of patriarchal motherhood culture, yet they increasingly face resistance through expressions emerging in digital social media.
subject: ARTICLES
  topic: section
subject: Motherhood
  topic: keywords
subject: Consumption
  topic: keywords
subject: Digital social networks
  topic: keywords
creator: Fernanda Bôto Paz Aragão
rights: Copyright (c) 2025 Fernanda Aragão https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e233047
ending page: e233047
doi: 10.11606/issn.1984-5057.v17i1e233047

The consumption rituals in bookstagram and the bookcycle process: digital mediations and the platformization of reading
type: item
description: This article investigates literary consumption rituals within the digital ecosystem of Bookstagram, based on a qualitative and exploratory approach. It is grounded in studies on mediatization, platformization, and cultural consumption. Through systematic observation and content analysis, the study proposes the theoretical-methodological model “BookCiclo Process,” which describes the cycle of literary visibility on platforms mediated by content creators. Bookstagram is analyzed as a mediatized space where reading becomes shareable and performative content, involving experiences of discovery, reviewing, recommending, and interaction. The study reveals how algorithms shape the circulation of books, influencing strategies of visibility, engagement, and consumption. It concludes that bookstagram constitutes a strategic arena of cultural mediation and identity expression, where literary consumption is driven by digital logics, reaffirming the role of platforms in the reconfiguration of reading practices.
subject: ARTICLES
  topic: section
subject: Bookstagram
  topic: keywords
subject: BookCycle Process
  topic: keywords
subject: Consumption rituals
  topic: keywords
subject: Platformization
  topic: keywords
creator: Manuela do Corral Vieira
creator: Carla Anastácia Santos Fischer
rights: Copyright (c) 2025 Carla Anastácia Santos Fischer, Manuela do Corral Vieira https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e235128
ending page: e235128
doi: 10.11606/issn.1984-5057.v17i1e235128

Branding China: Instagram as a tool for China’s promotion in Brazil
type: item
description: The article explores the strategies the Chinese Embassy in Brazil adopted on its Instagram profile to engage with the Brazilian audience. To this end, we rely on content analysis. It is argued that by leveraging social media resources, the Embassy seeks to “take control of the narrative” about China, aligning itself with an increasingly widespread logic of national promotion on a global scale. We highlight the relevance of the dialogue between advertising and international relations in understanding the dynamics of national image construction and projection in the 21st century.
subject: ARTICLES
  topic: section
subject: promotional culture
  topic: keywords
subject: geopolitics
  topic: keywords
subject: Nation Branding
  topic: keywords
subject: China’s Embassy
  topic: keywords
subject: Instagram
  topic: keywords
creator: Mayara Araujo
creator: Aline Mendes
rights: Copyright (c) 2025 Aline Mendes, Mayara Araujo https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e234865
ending page: e234865
doi: 10.11606/issn.1984-5057.v17i1e234865

The Substance: a critique of consumer society and the tyranny of image in advertising
type: item
description: This article reflects on the film The Substance (2024) by Coralie Fargeat, which presents us with an engaging narrative that explores themes such as identity, morality, and the limits of science. In this article, we will explore the elements that show a work between the line of reality and imagination that is undone. Each scene is a piece of a puzzle that challenges our understanding. The objective is to look at the film based on the relationship between consumption and psychoanalysis in relation to desire. The methodology is qualitative, showing elements of this relationship. We justify the analysis because the film points out symptoms of contemporary culture such as an ever-expanding desire, analyzed by Lacanian psychoanalysis and its relationship with consumption in what concerns the promise of completeness.
subject: ARTICLES
  topic: section
subject: cinema
  topic: keywords
subject: psychoanalysis
  topic: keywords
subject: consumer advertising
  topic: keywords
creator: Roseli Gimenes
creator: Jorgina Santos
rights: Copyright (c) 2025 Roseli Gimenes, Jorgina Santos https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-06-30
publication date: 2025-06-30
starting page: e234735
ending page: e234735
doi: 10.11606/issn.1984-5057.v17i1e234735

Os signos do consumo no seio da vida social: das linguagens aos fatos, dos fatos às mudanças sociais
type: item
subject: PRESENTATION
  topic: section
creator: Clotilde Perez
creator: Eneus Trindade
rights: Copyright (c) 2024 Clotilde Perez, Eneus Trindade https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e233774
ending page: e233774
doi: 10.11606/issn.1984-5057.v16i2e233774

erything is an #ad? The subtle and complex dimensionof everyday advertising
type: item
description: The rise of participatory culture and digital prosumerism has transformed the dynamics of marketing and communication in the 21st century. Social media has changed the ways people communicate, buy, and perceive themselves, leading a growing number of individuals to want to see and be seen. From this perspective, applications such as Instagram and TikTok are configured as “panoptic diaries” and attract millions of people around the world, acting as platforms of great social and economic relevance in Surveillance Capitalism. In it, amateurs use visibility strategies to share their daily lives on digital social networks and strengthen their influence within their audiences, a configuration that transforms “ordinary” into communicators and reach thousands of followers, as celebrities do, and may even become one of them. Such sociocultural transformations drive significant changes in “advertising” and in what is considered de facto advertising, making us question, for example, whether sharing fragments of our daily lives is covered by this concept. This qualitative research problematizes the overflow of an everyday, porous practice intertwined with the routine of subjects deeply involved in new marketing and communication logics, in what we can call Everyday Advertising or Routine Advertising.
subject: ARTICLES
  topic: section
subject: Everyday advertising
  topic: keywords
subject: Routine advertising
  topic: keywords
subject: Consumption
  topic: keywords
subject: Digital influence
  topic: keywords
subject: Prosumerism
  topic: keywords
creator: Klenny Ellen Alves
creator: Izabela Domingues
rights: Copyright (c) 2024 Klenny Ellen Alves, Izabela Domingues https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e232454
ending page: e232454
doi: 10.11606/issn.1984-5057.v16i2e232454

A proposal to characterize persuasive strategies in gastronomic reviews by digital influencers on Instagram
type: item
description: This paper presents a proposal to characterize the persuasive strategies employed in food reviews made by digital influencers on Instagram. Using an ethnographic approach, enriched by theoretical discussions on the subject, five profiles of Brazilian digital influencers were analyzed: @sofiasporai, @reviewsporsp, @rolezandoembrasilia, @indo.comer and @belemdiicas. The persuasive strategies employed are a form of publicization based on experiential advertising. When construing the message, the reviews present two mobilizing logics—emotional and rational. Through testimonials and emotional appeals, these present five persuasive characteristics: persuasive expressions, gastronomic attributes, sensory stimuli, colloquiality and authenticity.
subject: ARTICLES
  topic: section
subject: Advertising
  topic: keywords
subject: Digital Influencers
  topic: keywords
subject: Gastronomic reviews
  topic: keywords
subject: Instagram
  topic: keywords
creator: Giovanna Parise
creator: Laura Wottrich
rights: Copyright (c) 2024 Giovanna Parise, Laura Wottrich https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e232394
ending page: e232394
doi: 10.11606/issn.1984-5057.v16i2e232394

Belle Époque, Nostalgia, and Consumption in the Farm Rio–Sézane Collection
type: item
description: In this article, we seek to analyze the Farm Rio–Sézane campaign, created to promote the collaborative collection between the Rio-based brand and the French brand, built upon nostalgic elements associated with the cities of Rio de Janeiro and Paris, particularly grounded in the Belle Époque and the emergence of the modern city between the late nineteenth and early twentieth centuries. As interpretive frameworks, we draw on nostalgia and the temporalities mobilized by the campaign, analyzing photographs and video produced for the website and social media through elements such as color, texture, soundtrack, and framing. We conclude that the campaign promotes a symbolic rapprochement between Rio and Paris in order to align the Brazilian brand with European fashion. However, it does so through a nostalgic view of both cities’ past; through a contemporary appropriation of urban space that erases elements uncomfortable to bourgeois enjoyment; and through a colonial perspective in which Rio represents nature, while Paris represents the urban.
subject: Artigos Livres
  topic: section
subject: fashion
  topic: keywords
subject: temporality
  topic: keywords
subject: Farm Rio
  topic: keywords
subject: city
  topic: keywords
creator: Giovanna Azevedo Cabral
creator: Karina Gomes Barbosa
rights: Copyright (c) 2025 Giovanna Azevedo Cabral, Karina Gomes Barbosa https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: e231475
ending page: e231475
doi: 10.11606/issn.1984-5057.v17i2e231475

Meaning, desire, and consumption: semiotic dynamics and strategies of value attribution
type: item
description: This article seeks to understand the complexity of the interrelations between the processes of signification and the formation of desire in consumer culture. Through an approach based on Peircean semiotics, it seeks to explain in depth the conceptual foundations of the transfer of symbolic value to consumer goods, highlighting the dynamics of attribution of these values, showing the relationship between the subject of desire and the interpretants generated in the process of semiosis, revealing the logical and formal structure of the strategies that arouse desire and guide the actions and decisions of the consumer. Finally, the role of semiotics is considered both in the manipulation of these meanings and in the understanding of the aspects of consumer culture that need to be improved.
subject: ARTICLES
  topic: section
subject: Consumer culture
  topic: keywords
subject: Symbolic value
  topic: keywords
subject: Meaning process
  topic: keywords
subject: Subject of desire
  topic: keywords
subject: Semiotics
  topic: keywords
creator: Isabel Jungk
rights: Copyright (c) 2024 Profa. Dra. Isabel Jungk https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e231656
ending page: e231656
doi: 10.11606/issn.1984-5057.v16i2e231656

The Telenovela Vai na Fé, the Culture of Convergence, and Transmedia Expansion
type: item
description: Based on works by Svartman, Jenkins, Ford and Green this article proposes a reading and interpretation of the concepts of convergence and media expansion in the Brazilian telenovela Vai na Fé, focusing on the storyline of the character Wilma Campos (Renata Sorrah). Filled with metalinguistic elements, her plot gains strength through audience interaction, culminating in its dissemination across various screens. Our analysis confirmed the value of convergence and media expansion manifested in audiovisual production, reception, and circulation, validating the conceptual principles of Svartman, Jenkins, Ford, and Green that there is no passive spectator, and the transmedia potential of audiovisual content.
subject: ARTICLES
  topic: section
subject: telenovela
  topic: keywords
subject: vai na fé
  topic: keywords
subject: convergence
  topic: keywords
subject: speadability
  topic: keywords
subject: transmedia
  topic: keywords
creator: Bruno Fracchia
creator: Clotilde Perez
rights: Copyright (c) 2024 Bruno Fracchia, Clotilde Perez https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e231440
ending page: e231440
doi: 10.11606/issn.1984-5057.v16i2e231440

The Substance: an immersion into Bauman's universe of Consumption and the construction of the self
type: item
description: In a society where consumption has become one of the central pillars for the construction of an identity and a sense of “I”, the film The Substance metaphorically exposes the decline of an individual’s sense of self-worth as he or she fails to meet the image-based social expectations, and how the consumer industry finds, in this scenario, a market to be explored. This paper aims to draw a parallel between the topics addressed by the film and the concepts related to consumption and contemporary identity self-construction presented by Bauman in his works.
subject: REVIEWS
  topic: section
subject: The Substance
  topic: keywords
subject: Communication
  topic: keywords
subject: Consumption
  topic: keywords
subject: Human activity
  topic: keywords
subject: Postmodernity
  topic: keywords
creator: Matheus Weslley Gonçalves Oliveira
rights: Copyright (c) 2024 Matheus Weslley Gonçalves Oliveira https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e231309
ending page: e231309
doi: 10.11606/issn.1984-5057.v16i2e231309

Signos do consumo e novas literacias: debatendo as condições interpretativas das realidades
type: item
subject: PRESENTATION
  topic: section
creator: Clotilde Perez
creator: Eneus Trindade
rights: Copyright (c) 2024 Clotilde Perez, Eneus Trindade https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-10-16
publication date: 2024-10-16
starting page: e230464
ending page: e230464
doi: 10.11606/issn.1984-5057.v16i1e230464

Consuming to save the world: A case study on the discourse propagated by Apple (RED)
type: item
description: This study analyzes the discourse of cause-related marketing (CRM) used by Apple to promote its products and support social causes through (RED) products aimed at combating HIV/AIDS in Africa. It reflects on consumption practices using a psychoanalytic framework and its developments, such as Rifkin’s concept of cultural capitalism and Richey and Ponte’s ‘causumerism’ practice. The methodology involves a critical analysis of Apple and (RED)’s institutional materials, combined with a bibliographic review on branding. Findings indicate that although CRM promotes important causes, it also transforms social activism into a product, aligning with contemporary critiques of ethical consumption and the practices of comfort and authenticity.
subject: ARTICLES
  topic: section
subject: Cultural capitalism
  topic: keywords
subject: Consumerism
  topic: keywords
subject: Causumerism
  topic: keywords
subject: Cause-related marketing
  topic: keywords
subject: Consumption critique
  topic: keywords
creator: Thiago Costa
rights: Copyright (c) 2024 Thiago Costa https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e229942
ending page: e229942
doi: 10.11606/issn.1984-5057.v16i2e229942

Transformaciones en las percepciones sobre publicidad:informe de una experiencia docente sobre las posiblesinfluencias de la educación superior
type: item
description: This study examines the shifts in advertising students’ perceptions over a semester in higher education. It investigates how the curriculum and its pedagogical methodologies may have influenced students understanding of advertising. The analysis categorizes students’ perceptions into four perspectives: market-oriented, persuasive, promotional, and social. The findings suggest that the defining characteristics of higher education in advertising in Brazil are reflected in students’ evolving views, indicating a significant link between education and their changing perspectives on the subject.
subject: ARTICLES
  topic: section
subject: Higher education
  topic: keywords
subject: Advertising
  topic: keywords
subject: Student perceptions
  topic: keywords
creator: Dôuglas Aparecido Ferreira
rights: Copyright (c) 2024 Dôuglas Aparecido Ferreira https://creativecommons.org/licenses/by-nc-sa/4.0
date: 2024-12-21
publication date: 2024-12-21
starting page: e229193
ending page: e229193
doi: 10.11606/issn.1984-5057.v16i2e229193