Consumo de (i)mobilidades e discurso: a cultura da mobilidade na publicidade das marcas

摘要

This article presents the results of my PhD thesis, which investigated the idea of mobile culture (URRY, 2003) based on its discourses and representations, with special focus on global advertising communication. The hypothesis that consumption of (im)mobility exists when individuals seek objects that support their everyday (im)mobility with a certain stability and less risk was validated, by interpretation of the advertising discourse of global brands disseminated in Brazil at three different moments: June 1982, June 1998 and June 2014, when Brazil participated in the FIFA World Cup in Spain, in France and in Brazil, respectively. The research methodology was based on depth hermeneutics (THOMPSON, 2000) and considered the articulation between text and context in the formal analysis of 40 printed advertisements selected for investigation.