Consumismo enquanto ideologia: O papel da publicidade

Overview

This research examines the ideological function of advertising within liberal capitalist societies, positioning consumerism as an ideology propagated through linguistic and symbolic mechanisms. The analysis focuses on how advertising operates as a discourse that transmits ideology through language, creating and developing consumer needs while promising fulfillment and happiness. The work situates advertising as a strategic instrument for myth production that facilitates and sustains consumption patterns within contemporary capitalist frameworks.

Methods and approach

The research adopts a critical theoretical approach to analyzing advertising discourse, examining its symbolic character and ideological dimensions. The investigation centers on the linguistic mechanisms through which advertising constructs meaning and produces myths that drive consumption. The approach positions advertising within the broader context of liberal capitalist society, analyzing its role as a discursive strategy rather than merely a commercial communication tool.

Results

The analysis establishes that advertising functions ideologically by identifying, creating, and developing needs through linguistic means. The symbolic character of advertising emerges as its primary ideological mechanism, operating through the construction of myths that promote consumption. The research demonstrates that advertising discourse offers meaning structures coupled with promises of happiness, thereby functioning as a systematic strategy for myth production within capitalist contexts.

Implications

The findings contribute to understanding advertising as an ideological apparatus rather than a neutral communication instrument. This framing has implications for critical media studies and the analysis of consumer culture, suggesting that advertising operates fundamentally through symbolic and linguistic construction of desire rather than simple product information dissemination. The research positions advertising as integral to the maintenance and reproduction of capitalist consumer ideology through its systematic production of mythological frameworks that naturalize consumption as a path to fulfillment.