Happiness adjective: polyphony conceptual, social imperative

Abstract

For the past decade, has seen the increasing use of happiness as an argument in advertising campaigns and strategic positioning of various brands. The phenomenon is not homogeneous, since the representation of happiness takes different forms and points to different meanings. However, some questions emerge with strength, which we seek to understand them through theoretical research and semiotics analysis of campaigns. This study reflects on that subject, in order to initiate a discussion on three fronts, from which the text is organized: the first conceptualization of happiness throughout the development of the consumer society, and secondly, the possible conceptual differentiation of happiness the different social strata, and, finally, the effective identification and analysis of the concept in advertising campaigns for brands.

Happiness; Consumption; Advertising; Brand; Contemporaneity