Ética na publicização de bebidas alcoólicas: um estudo de caso da Skol Beats

Abstract

The study appears based on the context of transformations of the advertising process, which gives rise to alternative forms of advertising extrapolating the traditional formats. In this context, the study approaches the concept of publicization(CASAQUI, 2011) in which new sociabilities, ritualities, technicities and institucionalities are observed in the communication strategies of the brands. Considering the performance of brands of alcoholic beverages and their articulations with the young public in an intense publicity scenario, it is necessary to reflect on the ethical conflicts generated by new practices that find loopholes in advertising regulation. It will be used as a reference for ethical analysis the principles that guide the Code of Advertising Regulation, governed by CONAR, to stop the relationship of brands of alcoholic beverages with the young public. From a case study of the "Live the Unexpected" campaign of the Skol Beats brand in partnership with the event Tomorrowland Brazil, will be identified publicity actions, to then understand the points of effectiveness and insufficiency of the Code in relation to such strategies.