Publicidade Crítica e Publicidade Tradicional

Abstract

This work intends to understand and compare the traditional publicity, based on criticism of the cultural industry of Adorno and Horkheimer theories and in the history of publicity in Brazil and in the world, with the proposal of critique publicity as exemplified by Oliviero Toscani. Our objective is to criticize a type of publicity that disregards human interest to privilege profit and value a publicity that rescues reflection and humanity. For this, we seek philosophical concepts involved in publicity and use them to compare traditional and critique publicity. Among the concepts that we explore is the one of enlightenment, since it starts from a critique of the scientific and philosophical knowledge instituted in favor of the domination of humanity itself through technique; also Cultural Industry and Mass Culture, which in turn are terms that evoke the idea of how culture ceased to be a spontaneous human condition, to become another field of capitalist economic exploitation. We also present Toscani's publicity and critical proposal, through images and texts by the author. After comparing them in the light of Frankfurt's philosophy, we were able to consider that critical advertising values its purpose with human interests and traditional advertising reviews its priority relationships with profitability.