Freedom of comercial expression as corporate estrategy of brazilian advertising industry
DOI:
https://doi.org/10.30962/ec.1216Keywords:
Liberdade de expressão. Publicidade. Regulamentação. Discurso.Abstract
The purpose of this paper is to investigate the origins of the concept “freedom of commercial expression” and analyze how this came to be adopted by the Brazilian advertising industry from the 90s. The research was conducted from the collection of documents and interviews that helped in the historical reconstruction of the sector entities, as well as disputes about the regulation of advertising, which allowed the perception of discursive positions contrary to regulatory initiatives that increase control of advertising in Brazil. The analysis found that the current discourse in defense of freedom of commercial expression is a synthesis based on three arguments: defense of freedom, defense of self-regulation and defense of advertising activity.Downloads
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