Absolut x Adbusters: vínculos sociais da publicidade revelados pela antipublicidade
Bibliographic record
Abstract
O objetivo deste artigo é evidenciar alguns vínculos que a publicidade estabelece com o mundo social por meio do olhar tensionador da antipublicidade. Tomando por base autores como Stuart Hall e Michel Foucault, e através de uma análise sociossemiótica de anúncios da Absolut Vodka e dos spoof ads da ONG canadense Adbusters, procuramos evidenciar alguns dos modos pelos quais a masculinidade é uma representação socialmente compartilhada, tornando-se um elemento relevante a ser considerado na construção de campanhas publicitárias. Palavras-chave: Antipublicidade; publicidade; representações sociais. ABSTRACT The aim of this paper is to evidence the links which advertisements build with the social world from the questioning point of view of spoof ads. Based on authors such as Stuart Hall and Michel Foucault, and through a socio- semiotic analysis of Absolut Vodka ads and the spoof ads produced by Canadian NGO Adbusters, we try to highlight some of the ways in which masculinity is a socially shared representation, thus an important factor to be considered in the construction of advertising campaigns. Keywords: Spoof ads; advertisement; social representations.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.004 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.002 | 0.003 |
| Science and technology studies | 0.009 | 0.013 |
| Scholarly communication | 0.015 | 0.005 |
| Open science | 0.001 | 0.004 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.008 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".