Beleza, hiperconsumo e publicidade: um estudo a partir do direito do consumidor

Abstract

The present work talks about the society of hyper-consumption. Initially, it presents the development of society of consumers based on the Solid-Modern and Liquid-Modern Eras of Zygmunt Bauman. To, later, present the theory of Gilles Lipovetsky of three phases of consumer capitalism. After that, talks about the construction of the identity and its pluralism. Makes a relation between the consumer activity with the identity formation. In the end, it approaches about publicity, seen as an instrument of big relevance on the consumer activity. It analyzes the principles that orientate it under the eye of Consumer Defense Code. To, finally, relate advertising techniques and its power of affect on the decision of buying with the process of construction of social identity of individuals. This work demonstrates how hyper-consumption is a phenomenon of significant repercussion on the personal, social and legal sphere of individuals, since it suffers great influence of internal and external factors, that together will influence on the making of individual’s decision on the moment of the buying. For this purpose, the methodology used is bibliographic review, with study of principles and consumerist legislation.