The Colonial Side of Advertising Self-Regulation: Imperialist Consumerism in Latin America

Q3 Business, Management and Accounting

Latin American Business Review Pub Date : 2021-07-07 DOI:10.1080/10978526.2021.1942026

Laís Rodrigues, M. Hemais

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引用次数: 2

Abstract

Abstract The purpose of this paper is to analyze, through a decolonial perspective and using a historical approach, the geopolitical and colonial elements present in the origins of the Advertising Self-Regulation System (ASRS), created by the International Chamber of Commerce (ICC), its internalization, promoted by the International Advertising Association (IAA), and its imposition in Latin America. To achieve this, the study focuses on discussing the creation of ASRS and the origins of its creator, ICC; the internalization of ASRS and the origins of its main sponsor, IAA; the influence of ASRS in the context of the Brazilian consumerist movement. Each event was studied considering the relations between the phenomena under analysis and the three colonialities theory. Therefore, each event was related to a category, which was composed of subcategories that discussed each of the three colonialities). By adopting the decolonial perspective, it was possible to better understand how the system was used geopolitically to universalize Eurocentric concepts of consumerism.

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广告自律的殖民一面:拉丁美洲的帝国主义消费主义

摘要本文的目的是通过非殖民化的视角和历史方法，分析由国际商会（ICC）创建的广告自律制度（ASRS）的起源中存在的地缘政治和殖民因素，以及由国际广告协会（IAA）推动的广告自律制度的内部化，以及它在拉丁美洲的强加。为了实现这一点，本研究重点讨论了ASRS的创建及其创建者ICC的起源；ASRS的内部化及其主要赞助商IAA的起源；ASRS在巴西消费主义运动背景下的影响。每一个事件的研究都考虑到了所分析的现象与三殖民主义理论之间的关系。因此，每个事件都与一个类别有关，该类别由讨论三个殖民地的子类别组成）。通过采用非殖民化的视角，可以更好地理解该体系是如何在地缘政治上被用来普及以欧洲为中心的消费主义概念的。

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来源期刊

Latin American Business Review Business, Management and Accounting-Business and International Management

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Latin American Business Review is a quarterly, refereed journal which facilitates the exchange of information and new ideas between academics, business practitioners, public policymakers, and those in the international development community. Special features of the journal will keep you current on various teaching, research, and information sources. These activities all focus on the business and economic environment of the diverse and dynamic countries of the Americas.