Download Gilles Lipovetsky – A Felicidade Paradoxal. Reseña de “A felicidade paradoxal: ensaio sobre a sociedade de hiperconsumo” de LIPOVETSKY,. Gilles. Matrizes, vol. 1, núm. 2, abril, , pp. In , Gilles Lipovetsky, French philosopher, professor of philosophy in A sociedade da decepção (Manole, ) and A felicidade paradoxal. The first is an.

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Thus we note that the complexity of the elements that make reference to paradoal are not exclusive to ads destined to the higher social classes and that there may be a relationship between the type of consumption ascension or inclusion and the representation of happiness adopted in the ad. Happiness will equalize society and democratize it, but in an entirely depoliticized way, transferring its accomplishment locus to the individual in lieu of collectivity, distancing itself from the latter as a manifestation.

A Felicidade Paradoxal by Kevin Maia Rosa on Prezi

To see what your friends thought of this book, please sign up. Birman states that the current happiness project is based on the articulation of autonomy, quality of life and self-esteem.

What senses outline them?

Although it does not antagonize consumption “for others to see” and social distinction, this modality turns the act of consumption to the sphere of enjoyment, with predominance of sensations as well as quality of life and health: The 20 th century arrives with felicdade novelty: With this, some relevant questions emerge, which we seek to answer through theoretical research and the semiotics analysis of campaigns.

Gilles Lipovetsky born September 24, in Millau is a French lipobetsky, writer and sociologist, professor at the University of Grenoble. Just a moment while we sign you in to your Goodreads account.

The Principles of Felocidade Branding. Lipovetsky began his philosophical career as a Marxist, similar to many others in the s. Anatomy of a Trend.

Gilles Lipovetsky – A Felicidade Paradoxal

Ilpovetsky associated manifestation that materializes the strength of these combinations are the numberless self-help books and manuals that invariably reach the top of the best selling paradoxak in the country and worldwide, and that essentially present recipes for happiness. In order to consolidate our understanding, we sought to investigate which and how the conceptual elements of the most recent theories about happiness have been used by many brands, through the presentation and analysis of examples of advertising campaigns geared at different social strata, but always based on the Communication of happiness.


According to Baudrillardin order to express such equality among individuals, happiness needs to be measurable by tangible criteria, that is, through goods that signify this condition, that demonstrate the comfort or wellbeing achieved. Along felicisade hedonism and beauty, happiness seems to complete the triad of the essential pillars of social life in current times.

Translated by Thomas Burger. He has divided this time period into three periods: This part of the work is dedicated to contextualizing the different qualifiers of happiness, revisiting the authors that studied the concept.

Li;ovetsky it from this viewpoint, called the “thesis of civilization barter”, be it from the viewpoint of the “thesis of incompleteness” 2according to which the discomfort would be temporary once the Enlightenment’s project has not yet been concluded, the reality is that liopvetsky notion of happiness continued to be socially re-signified, clearly delineating a path that went from the soul to the body and that at this point moves from collective to individual.

The theme in Advertising There are many examples of happiness being used as a theme in Advertising. It is in this condition that more substantial material goods are acquired: Thus happiness presents itself as a temporary condition, as we constantly return to the state of dissatisfaction, which erodes happiness and causes a new searching cycle to begin PEREZ, b.

Although the focus has returned to the individual sphere, Baudrillard warns us that happiness in consumer society has nothing to do with a spontaneous view in which every individual naturally wants to be accomplished on felicidae own. These authors look at consumption in terms of lipovetwky cultural and collective reality, attributing to it the function to give meaning to the incomplete flow of events. This campaign, released in but still very present today although reconfigured, felicudade an example of how Advertising reactivates desires through persuasive images and verbal messages.

Naturally it will be necessary to locate the discussion historically to give it context, especially in current discourse, but there is no pretension to provide here an in-depth exploration of all the philosophical discussion the theme has evoked since ancient times, or the initial manifestations of the value of subjectivity in different artistic and scientific expressions. Without a doubt things seemed simpler when we were comfortably satisfied and used to the lipovetsly that happiness was located in a distant future life, after our deaths; that the suffering, disappointments and sadness of our reality, as well as the challenges of the daily routine, were lipovetsku and to be compensated for or rewarded in eternity.


In the campaign sensorial elements are reinforced in the images, evoking more consumption “for oneself” than consumption “for others”, and with truly striking presence of an explicit and highlighted imperative character of happiness, as well as individual responsibility to achieve it. We will explore happiness within the realm of consumption, how it is constructed, pursued, consumed, and how it is represented in Advertising. And it also feeds the possibility of differentiation, autonomy and individuality, as each person can be happy in a different way, exercising free choice, but all equally having the same “right to happiness”.

However it should not be inferred that the ads for the groups of consumers of medium or low socio-economical level do not work with more complex elements of the current contemporary conceptualization of happiness.

Le bonheur paradoxal, essai sur la société d’hyperconsommation – Culture Next

There are no discussion topics on this book yet. In the author’s perspective, the quest for happiness may someday no longer prioritize the market and ephemeral consumption, but today this is its undeniable feature.

This society has as its utmost principles, displayed in the most varied forms and media, fun and preservation of young bodies; this “society of pleasure” has Homo Felix as its ideal type and it also cultivates adventure, risk and individual experiences, preferably exclusive ones, that take its members “further”.

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