Banca de QUALIFICAÇÃO: VITOR LOPES RESENDE

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : VITOR LOPES RESENDE
DATE: 29/03/2023
LOCAL: Videoconferência Via Google Meet
TITLE:

LITERACY FOR ANTI- RACIST ADVERTISING: for white audiences to understand and accept the
inclusion of black people in brand narratives.

KEY WORDS:

Advertising. Consumption. Racism. Anti-racism.

PAGES: 111
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

Understanding the role of advertising in maintaining and exploiting racism in Brazilian society is fundamental for the evolution of the activity. For any area to advance, it is important to deal with its mistakes and wounds, and advertising does little to recognize this exercise. Based on the hypothesis that such an activity is eminently racist, this work investigates how the historical path of the meanings of consumption 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, which is strongly 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 move towards understanding the fight against racism on the part of brands that recognize and announce themselves as anti-racist, which seems
contradictory in a structurally racist society. Thinking about anti-racist advertising when it even ceased to be racist is the proposition of this work, based on the analysis of major brands that position themselves in this way,
comparing their advertising communications, official speeches and marketing practices.

COMMITTEE MEMBERS:
Externo à Instituição - Pablo Moreno Fernandes - UFMG
Interna - 2312853 - IZABELA DOMINGUES DA SILVA
Presidente - 1805696 - ROGERIO LUIZ COVALESKI