Banca de DEFESA: VITOR LOPES RESENDE

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : VITOR LOPES RESENDE
DATE: 28/09/2023
TIME: 08:30
LOCAL: Via Videoconferência Google Meet
TITLE:

LITERACY FOR ANTI-RACIST ADVERTISING: for white audiences to understand racism in advertising and the reason for a increase black population appearances in brand narratives.

KEY WORDS:

Advertising. Consumption. Advertising Literacy. Racism. Antiracism.

PAGES: 220
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

Understanding the role of advertisement in maintaining and exploiting racism in Brazilian society is fundamental to the evolution of the activity. For any area to advance, it is important to deal with its mistakes and wounds and advertising does little of this recognition exercise. Based on the hypothesis that such activity is eminently racist, this work investigates how the historical path of consumer meanings has influenced advertising to assume, adopt and embrace the most diverse identity causes, specifically for our study, anti-racism. By studying the contemporary phase of capitalism, largely anchored in neoliberal ideals, we seek to demonstrate the relationship between social responsibility policies, cause advertising and the adoption, by brands, of socially desirable positions for the consumer public. Thus, we are moving towards understanding the fight against racism by brands that recognize themselves and advertise themselves as anti-racist, which seems contradictory in a structurally racist society. Thinking about anti-racist advertising when it has not even stopped being racist is the proposition of this work, based on the analysis of large brands that position themselves in this way, comparing their advertising communications, official speeches and marketing practices.

COMMITTEE MEMBERS:
Externo à Instituição - FRANCISCO VANILDO LEITE - USP
Interna - 2312853 - IZABELA DOMINGUES DA SILVA
Externo à Instituição - PABLO MORENO FERNANDES - UFMG
Presidente - 1805696 - ROGERIO LUIZ COVALESKI
Interna - 2133092 - SORAYA MARIA BERNARDINO BARRETO JANUARIO