THE POSITIONING OF LOWSUMERISM IN THE CONSUMPTION PROCESSES: A PERSUASIVE COMMUNICATION SPEECH BASED ON ADVERTISING PURPOSES.

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DOI:

https://doi.org/10.5902/2175497732858

Keywords:

Consumption processes. Lowsumerism. Advertising purposes.

Abstract

This article aims to promote discussions about consumption and advertising focusing on lowsumerism, a movement that stimulates low consumption. The term in question suggests reflections on what is produced and consumed, in order to make the process more sustainable. The study rescues other concepts that somehow pose with different looks the issues that involve stimulating movements of low consumption, such as "minimalism" and "do it yourself" (DIY), punctuating specific characteristics of each ideology, the to reflect on possible impacts on consumer studies and advertising discursive strategies. It evidenced, through advertising, strategies based on lowsumerist, minimalist and DIY purposes as a way of exemplifying the persuasive discourse adopted by the causes.

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Author Biography

Leticia Salem Herrmann Lima, Universidade Federal do Paraná - UFPR

Doutora e Pós-Doutora em Comunicação e Linguagens (UTP) e Mestre em Comunicação (UTP), Especialista em Marketing com Graduação em Relações Públicas e Publicidade e Propaganda. Professora da graduação em Comunicação Institucional na UFPR e da Pós-Graduação em Publicidade e Propaganda e Marketing na UFPR, UTP e ESIC.

Published

2019-09-16

How to Cite

Lima, L. S. H. (2019). THE POSITIONING OF LOWSUMERISM IN THE CONSUMPTION PROCESSES: A PERSUASIVE COMMUNICATION SPEECH BASED ON ADVERTISING PURPOSES. Animus.Inter-American Journal of Media Communication, 18(37). https://doi.org/10.5902/2175497732858

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Free Articles