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