Do objeto ao sujeito: reflexões a partir de uma breve genealogia de anúncios publicitários de condomínios fechados no Brasil

Abstract

The premise of this article is to present reflections about the relations that happen between objects and subjects that are established in societies subjugated by dynamics of consumption induced by the very operation of the capitalist way of production. To do so, we will articulate as objects Brazilian gated communities, and use the enterprises of the Alphaville Urbanismo franchise for a case of study. Therefore, in order to be able to apprehend some transmutations that connect with the imaginary unit configuration of the subjects affected by these dynamics, we will use the advertising pieces linked to these objects as a way of apprehending some aspects of this process.