Articulations Between Adversiting and Sustainability in Communication Research in Brazil (2011 - 2021)

Abstract

This article is part of the master's research on advertising contestation practices (WOTTRICH, 2019) about sustainability in relation to fashion brands on Instagram. The objective is to map and discuss the academic production of the last decade in Brazil about advertising and sustainability in the field of Communication. For this, several digital repositories were searched for publications between 2011 and 2021, such as the Brazilian Digital Library of Theses and Dissertations (BDTD), the CAPES journal portal, and the annals of four important congresses and meetings for the Communication and Advertising fields in Brazil. In the selected period, 77 published works were identified and, among them, the topics addressed in relation to sustainability include brands and products’ advertisements, organizational communication, image or speech, consumption, advertising production or the advertising market, marketing, campaigns of social mobilization, advertising education and media products. It was possible to perceive that there is a systematic approach to the theme in the analyzed years. However, it is noted that there is a lack of exploring the theme beyond brands and products’ advertisements and organizational communication, image or speech. There is still a gap in the investigation of the theme based on practices, whether they are production, consumption or reception, since most of the works analises the text. None of the papers focus on advertising contestation practices, and only three address advertising on Instagram.