Abstract

GONCALVES TORREIRO, Cleiçon Graf. The place of wishes in an Avon advertising campaign, from the psychoanalytic perspective. Subj. procesos cogn. [online]. 2014, vol.18, n.2, pp.17-32. ISSN 1852-7310.

The present research proposes an investigation of the influence of the Avon advertising campaign on human subjectivity, in terms of what it expresses about the individual and his wishes, since contemporary advertising promises, by encouraging consumerism, an imaginary completeness. The article presents an exploratory research, based on the description and analysis of three ads. It can be concluded that, in advertising, wishes seem to be consigned to their symbolic potential of proposing imaginary worlds, springing from the wishes of another (inaccessible) supported by the void, which according to the lacanian perspective, implies that the wishes of an individual are always the wishes of another one.

Keywords : Wish; Individual; Psychoanalysis; Advertising; Image; Another.

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