Newspaper advertising: strategies that instigate the consumption and the place of the credit

Authors

  • Inês Henningen Universidade Federal do Rio Grande do Sul - Instituto de Psicologia, PPG em Psicologia Social e Institucional
  • Andréa Costa de Carvalho Universidade Federal do Rio Grande do Sul

Keywords:

Consumption. Credit. Advertising. Subjectivity. Indebtedness.

Abstract

The expansion of consumption and the democratization of credit can be identified as triggers of an economy of indebtedness. As the advertising of credit contributes to this scenario, we analyzed its discursive production in order to identify what is enunciated about consumption and credit, and discuss its effects on the modes of subjectivation. The materials, 83 ads collected from a newspaper, were analyzed according to the Foucaultian perspective of analysis of discourse and according to what is endorsed on the Code of Consumer Protection (CDC). As a result, we found a production of a transitory temporality and the constitution of products as personalized and capable of conferring differentiation, which foster consumption. The product credit is naturalized, as if it was only a purchase addendum. Its conditions are almost never present according to the Code, which can lead to unreflect purchase and to the over-indebtedness. According to the results, we point to an imperative review of this type of advertising.

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Author Biographies

Inês Henningen, Universidade Federal do Rio Grande do Sul - Instituto de Psicologia, PPG em Psicologia Social e Institucional

Doutora em Psicologia pela PUCRS, Professora do PPG em Psicologia Social e Institucional; areas de interesse e pesquisa: midia e processo de subjetivação; consumo, endividamento.

Andréa Costa de Carvalho, Universidade Federal do Rio Grande do Sul

Graduanda em Psicologia e Bolsista de Iniciação Científica

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Published

2014-06-11

How to Cite

HENNINGEN, Inês; CARVALHO, Andréa Costa de. Newspaper advertising: strategies that instigate the consumption and the place of the credit. Em Questão, Porto Alegre, v. 20, n. 1, p. 224–246, 2014. Disponível em: https://seer.ufrgs.br/index.php/EmQuestao/article/view/37156. Acesso em: 12 aug. 2026.

Issue

Vol. 20 No. 1 (2014)

Section

Article

License

Copyright (c) 2014 Inês Henningen, Andréa Costa de Carvalho

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