CANDIDO, Danielle    AMARAL, Maria Virginia Borges. The advertising discourse that incite fear and superstition. []. , 19, 34, pp.155-167. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_11.

The act of thinking and creating strategies for brands leads to countless discussions about consumer society. In this article, which aims to study the advertising discourse, we try to reflect on the ethical and legal issues of advertising that incites fear and superstition. More specifically, we sought to unveil the Hyundai brand's meaningful sense effects through the theoretical-methodological assumptions of the French Line Discourse Analysis, founded in the late 1960s by Michel Pêcheux. We are dedicated to a materialistic analysis of language practices in working in the materiality of language, articulating materialism, psychoanalysis, language and subject. The study reflects on the discursive strategies of the brand in the relation between desire and consumption in capitalist society, to then think about the publicity that is taught and practiced today.

: discourse; advertisement; ethic; fear; consumption.

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