The 40 years of discourse on racism in the Brazilian advertising self-regulation system
ISSN: 0736-3761
Article publication date: 8 February 2022
Issue publication date: 27 July 2023
Abstract
Purpose
This paper aims to unveil colonial racist elements related to the cases of racism in advertising judged by the Brazilian Council of Advertising Self-Regulation (Conar), from 1980 until 2020.
Design/methodology/approach
A qualitative critical and historical research was developed, based on a decolonial perspective, with the use of critical discourse analysis (CDA).
Findings
By analyzing such phenomenon, the present study can discuss how self-regulatory codes that are based on the International Chamber of Commerce (ICC) 1937 Code are not equipped to deal with racist issues.
Originality/value
Discussions that focus on how racial elements in advertising are treated by a regulatory agency are scarce. Despite the focus being on the Brazilian case, this phenomenon should not be understood as a particularity of this country, since problems related to racism in advertising in countries that also have ICC-type self-regulatory codes are frequent.
Keywords
Acknowledgements
This research was supported by the National Council for Scientific and Technological Development – CNPq (Brazil) under Grant no. 308191/2019‐6.
Citation
Rodrigues, L., Hemais, M.W. and Costa, A. (2023), "The 40 years of discourse on racism in the Brazilian advertising self-regulation system", Journal of Consumer Marketing, Vol. 40 No. 5, pp. 571-584. https://doi.org/10.1108/JCM-03-2021-4558
Publisher
:Emerald Publishing Limited
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