A negação da negativa em um palimpsesto de propaganda: conflitos entre liberdades em expressões sobre a campanha de Carnaval da cerveja Skol em 2015

Journal article | Zeitschriftenartikel

Skol beer Carnival advertisements triggered complaints in social networks: the sentence "I forgot 'no' at home" was added "and I brought 'never'", a critic to what was seen as an incentive to consumers’ irresponsible behavior, ignoring legitimate limits in a period (Carnival) in which alcohol abuse is linked to violent incidents. The advertiser decided to remove this campaign, but self-regulatory National Advertising Ethic Council ignored public complaints and dismissed the case. This article evaluates this case in the point of view of public accountability, as determined by communication political economy studies. To analyze this conflict, this paper adopts critical discourse analysis methods. As a result, it is possible to point out that this is a rare case of conflict among free speech rights, in which this freedom collides not against other rights, but conflicts with itself - in this case, the possibility to avoid saying "no" and the power to say it.

Object Details

• Alternative title: Denying the refusal in a propaganda palimpsest: free speech collisions concerning the 2015 Carnival Skol beer campaign ; La negación de la negativa en un palimpsesto de propaganda: conflictos entre libertades en expresión sobre la campaña de Carnaval de la cerveza Skol en 2015
• ISSN: 2447-4266
• Extent: Seite(n): 318-339
• Language: Portugiesisch
• Notes: Status: Veröffentlichungsversion; begutachtet (peer reviewed)

References and Relationships

• Bibliographic citation: Revista Observatório, 2(1)

Classification and Topics

• Subject: Wirtschaft ; Soziale Probleme und Sozialdienste ; Publizistische Medien, Journalismus,Verlagswesen ; Werbung, Public Relations, Öffentlichkeitsarbeit ; Marketing ; soziale Probleme ; Werbung ; Alkoholismus ; Karneval ; Verbraucherschutz ; soziales Netzwerk ; Meinungsfreiheit ; Rechtslage ; Selbstkontrolle ; Diskurs

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Paganotti, Ivan
• Event: Veröffentlichung
• (who): Universidade Federal do Tocantins
• (when): 2016

Further information

• DOI: https://doi.org/10.20873/uft.2447-4266.2016v2n1p318
• Last update: 21.06.2024, 4:28 PM CEST