THE SELF-PRESERVATION: REPRESENTATIONS OF THE AGEING IN THE PRIVATE PENSION FUNDS ADVERTISEMENTS / A SALVAÇÃO DO EU: REPRESENTAÇÕES DO ENVELHECIMENTO NOS ANÚNCIOS DE PREVIDÊNCIA PRIVADA
AUTOR(ES)
ANA CLAUDIA LOUREIRO FARIA
DATA DE PUBLICAÇÃO
2006
RESUMO
The ageing process has been frequently approached by the mass media. At the same time the images disseminated by the media refer predominatly to ideas of youth, beauty and consumption. In that context, where the efficiency of the Pension System is also debated, retirement stopped being one right provided by the Government and became a necessity, highly advertised. This dissertation describes the performed study on the presentations of ageing, advertised by private Pension Funds, recognizing consumption as a symbolic system and treating mass media as a peculiar dimension of the contemporary society, where concepts conceived from that symbolic structure are produced and disseminated. The advertisements studied from national circulation magazines - Veja, Época, Isto É and Exame - present the story of a fight against death as a explicitly battle to deny the disappearance of the individual or as a strategy for affirm (establish) the permanence of its identity.
ASSUNTO(S)
publicidade aging aposentadoria consumo retirement mass culture envelhecimento cultura de massa publicity consumption
ACESSO AO ARTIGO
Documentos Relacionados
- O Seguro de Compromissos de Planos de Previdência Privada
- Análise do Custeio Administrativo das Entidades Fechadas de Previdência Privada no Brasil
- Who I am? Self representations of travestites on the orkut
- Quem sou eu: autorrepresentações de travestis no orkut
- Quem sou eu: autorrepresentações de travestis no orkut