Advertising and Consumption

Everardo Rocha is a Full Professor in the Graduate Program in Communication of the Department of Social Communication at the Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. He received his PhD in Social Anthropology from the National Museum, Federal University of Rio de Janeiro (UFRJ). His research has the support of the National Council for Scientific and Technological Development (CNPq) and the Carlos Chagas Filho Foundation for the Support of Research in the State of Rio de Janeiro (Faperj). Everardo Rocha is author of numerous books, edited volumes, and articles on the anthropology of consumption, advertising, and Brazilian culture.

• 1 Guilt and pleasure: challenges and possibilities for understanding consumer culture; Part I – Perspectives on consumption through fieldwork experiences; 2 Totemism in the market: Lévi-Strauss as an inspiration for consumption research; 3 A tribe of white collars: bricoleurs in the business of advertising; 4 Against capital: the resistance to economic thought among the Terena of central Brazil; Part II – Perspectives on consumption through media images; 5 The woman in pieces: advertising and the construction of feminine identity; 6 Classified beauty: goods and bodies in women’s magazines (with Marina Frid); 7 A star player in the world of goods: marketing and the first Brazilian soccer celebrity (with William Corbo)