Imaginário do consumo: aproximações entre corpo e embalagem
DOI:
https://doi.org/10.30962/ec.54Keywords:
Imaginário, Corpo, EmbalagemAbstract
In this article, partial result of a research concerning the imaginary of body in Brazilian advertisement, we aim to discuss some approximations of body and package. We have observed that the representations of body present in advertisement creation point towards the existence of a vivid dialogue with the representations of a product. As body and product are mixed up, we consider being possible to outline an imaginary of consumption and, circumscribed within, a consumption of body. The advertisement campaign of Gisele Bündchen Ipanema Sandals by Grendene, developed by the agency W/Brasil, is the corpus which will be analyzed through an analogy between package and palimpsest – a document in which one writes many times, leaving old writings poorly erased still visibleDownloads
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