RESPONSES FROM THE ADVERTISING FIELD TO PUBLIC CONTESTATION PRACTICES

Abstract

This article aims to explore the repercussions of public contestation practices to advertising campaigns in the market context (advertisers and agencies) and in the regulatory scenario (Advertising Self-Regulation Council - CONAR). The theoretical discussion approaches advertising as an field articulated with the social world and the people's daily practices, among them, the  contestation practices. The methodology research is qualitative with complementary quantitative resources and involves the documental analysis technique on data about Brazilian context from the years 2011 to 2020, available on news websites specialized in communication and on the CONAR`s website. The results point to reactive and empathic manifestations by advertisers and advertising agencies; they also show the actions of withdrawals, alterations, warnings and discontinuing promoted by CONAR.