Social psychology and advertisement: A critical analysis

Authors

  • Denise Amon
  • Pedrinho Arcides Guareschi Universidade Federal do Rio Grande do Sul
  • Adriane Roso Universidade Federal de Santa Maria
  • Marília Veronese Universidade do Vale do Rio dos Sinos

DOI:

https://doi.org/10.4013/229

Abstract

In this paper, the authors bring to the foreground the centrality of communication as an object of Social Psychology. They focus on the analysis of advertisement’s communication practices, departing from the exposure of some of their models of signification. They first explain the model for subliminal advertisement followed by the analysis of the model for advertisements based on myth (connotation), underlying the specificity of publicity. In addition, the authors discuss their modus operandi and analyse communication practices approaching the dimension of ethics, which had been placed in the background by the scientific project of modernity. They consider ethics in relation to the concept of consciousness. The authors suggest that a critical analysis of communication through the perspective of Social Psychology should include both the dimension of ethics and its relation to consciousness.

Key words: Social Psychology, Communication, Semiotics, Advertisement, Ethics.

Author Biography

Denise Amon

Possui graduação em Psicologia pela Pontifícia Universidade Católica do Rio Grande do Sul (1986), especialização em Marketing e Propaganda pela New York University (1990), estudos em Semiótica pela New School for Social Research (1989-90), mestrado em Psicologia pela Pontifícia Universidade Católica do Rio Grande do Sul (1994) e doutorado em Psicologia pela Pontifícia Universidade Católica do Rio Grande do Sul (2004). Atualmente é pesquisadora independente. Tem experiência na área de Psicologia, com ênfase em Psicologia Social, atuando principalmente nos seguintes temas: representações sociais, comunicação, semiótica, metodologia de pesquisa, microanálise, alimentação e cultura, pesquisa de mercado. Integra o grupo de pesquisa e estudo Encontros em Psicologia Social Crítica: Reflexões Dialógicas, coordenado pelo professor Dr. Pedrinho Arcides Guareschi.

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Published

2010-08-30

Issue

Vol. 46 No. 2 (2010): May/August

Section

Articles

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