A brief history of happiness in national advertising (1960-2010)

Authors

  • Henrique Moreira Mazetti

DOI:

https://doi.org/10.30962/ec.1263

Keywords:

Publicidade, Felicidade, Moralidade

Abstract

The article aims to present and discuss changes in representations of happiness in the advertisements published in magazines Veja and O Cruzeiro between 1960 and 2010, in order to reflect on the moral values that informed the national advertising discourse. We identify three moments that mark different ways to represent happiness in the ads: 1) an association of the happy life to the collective experience of family or nation; 2) the narrowing between happiness and to the notion social status; 3) the sedimentation of relations between happiness and self-expression. Finally, these changes are interpreted from works of author as MacIntyre, Taylor and Lipovetsky.

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Published

28-12-2016

How to Cite

Mazetti, H. M. (2016). A brief history of happiness in national advertising (1960-2010). E-Compós, 19(3). https://doi.org/10.30962/ec.1263

Issue

Vol. 19 No. 3 (2016)

Section

Artigos Originais

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