Consumismo enquanto ideologia: O papel da publicidade
DOI:
https://doi.org/10.58050/comunicando.v1i1.107Keywords:
Advertising, Consumerism, Language, Propaganda, Mythology, Neoliberalism, IdeologyAbstract
Speeches convey ideology through language. The ideological function of advertising lies exactly in this point, i.e. in its symbolic character. Advertising identifies, creates and develops needs through language, offering a sense, along with the promise of happiness. In the context of liberal capitalist society, advertising is being developed as a strategy of myth production conducive to consumption.
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