Maquiagem publicitária à luz da responsabilidade social corporativa: uma forma de burla ao novo ideal de consumo identitário

Abstract

This dissertation proposes a study on the impact of misleading publicity on identity consumption decisions, highlighting an interdisciplinary approach that includes legal, philosophical, sociological, advertising and even neurological aspects, based on the inputs raised by neuromarketing. The investigation presents the influence of advertising, through the articulation between the mass cultural industry, the globalization phenomenon and the internet, on consumer choices. In this context, some corporations, under the pretext of using the doctrine of corporate social responsibility, which links ethics, morality, trust, among other values, to business practices, use such precepts as mere mechanisms to attract certain consumer niches, mainly those who defend environmental causes, social rights and the socioeconomic inclusion of the excluded. However, when advertising does not match the activities of the business chain, greenwashing, bluewashing and pinkwashing are configured, respectively. Thus, the attempt to manipulate recipients by means of misleading publicity materializes in an evident fraud to identity consumption, in addition to being misleading advertising that drives the aggravation of consumer vulnerability. Thus, there is a need to deepen consumer protection in the face of advertising, which is not limited to individual law, but transindividual, with repercussions for the entire community, as well as the study of responsibility in the areas of administrative, civil and criminal. Access to information, as a basic consumer right, permeates the entire debate, as frenzied consumption, wrapped in misleading publicity, must be fought through consumer awareness and access to justice, which are intertwined with the spread of information clear, detailed and adequate. The research is exploratory and reflective, carried out by the deductive method, supported by a bibliographical survey in the national and international scope.