What Kind of Advertising Is This?

Tresemmé’s Anti-Campaign and the Deconfiguration of Advertising Discourse

Authors

DOI:

https://doi.org/10.54786/revistaeptic.v28i1.23478

Abstract

This article discusses transformations in contemporary advertising, considering both form and content, in light of changes in production practices for the digital environment. It is based on the hypothesis of the deconfiguration of advertising, revealed by a creativity crisis. Drawing from a theoretical-methodological framework that includes contributions from McLuhan, Lipovetsky, Carrascoza, Rocha, among others, the article describes and analyzes the “anti-campaign” of the product Tresemmé Coat Spray, examining how it challenges traditional codes of advertising language. The analysis highlights significant changes in the aesthetic, discursive, and creative aspects of advertising, which maintains its effectiveness by disguising its inherent commercial aim.

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Author Biographies

Beatriz Beraldo, Universidade de Brasília

Beatriz Beraldo is a PhD in Social Communication from PUC-Rio and a Master's in Communication and Consumer Practices from ESPM-SP. She conducts research in the area of communication with an emphasis on advertising, consumption and female protagonism. She is a Professor in the Department of Audiovisuals and Advertising at the Faculty of Communication at the University of Brasília - FAC/UnB.

Suelen Valente, Universidade de Bra´sília

Suelen Valente holds a PhD in Communication from the Postgraduate Program in Communication at the University of Brasília and is a Professor in the Department of Audiovisuals and Advertising at the Faculty of Communication at the University of Brasília - FAC/UnB.

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Published

2026-05-29

How to Cite

Beraldo, B., & Valente, S. (2026). What Kind of Advertising Is This? : Tresemmé’s Anti-Campaign and the Deconfiguration of Advertising Discourse. EPTIC - International Electronic Journal of the Political Economy of Information, Communication, and Culture, 28(1), 95–110. https://doi.org/10.54786/revistaeptic.v28i1.23478

Issue

Vol. 28 No. 1 (2026): Economia política das plataformas digitais: transformações no capitalismo e respostas de diferentes países

Section

ARTIGOS E ENSAIOS

License

Copyright (c) 2026 Beatriz Beraldo, Suelen Valente

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