Publicada em: 02/07/2019 às 14:25 |
||||||
Juventude e velhice: ritualização e classificação do tempo na publicidade
Palavras-chave: The present article intends to demonstrate how age rites of passage are represented by publicity. Starting by the notions of rites of passage (VAN GENNEP, 2011 [1909] e TURNER, 1974) and collective representations (DURKHEIM, 1970 [1906]), we have analyzed three advertising campaign created and produced in the last decades to evidence views of youth and old age present in the social imaginary. Facing the publicity as a mirror of modern culture, we relativized the classifications of these age groups, assuming youth and old age as liminary momentos of the individuals, and realizing that they often became slickery in the advertising speech in order to promote the consumption of the goods. Key-words: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Juventude e velhice: ritualização e classificação do tempo na publicidade |
||||||