Abstract

The purpose of this paper is to analyze, through a decolonial perspective and using a historical approach, the geopolitical and colonial elements present in the origins of the Advertising Self-Regulation System (ASRS), created by the International Chamber of Commerce (ICC), its internalization, promoted by the International Advertising Association (IAA), and its imposition in Latin America. To achieve this, the study focuses on discussing the creation of ASRS and the origins of its creator, ICC; the internalization of ASRS and the origins of its main sponsor, IAA; the influence of ASRS in the context of the Brazilian consumerist movement. Each event was studied considering the relations between the phenomena under analysis and the three colonialities theory. Therefore, each event was related to a category, which was composed of subcategories that discussed each of the three colonialities). By adopting the decolonial perspective, it was possible to better understand how the system was used geopolitically to universalize Eurocentric concepts of consumerism.

摘要

本文的目的是通过非殖民主义视角和历史方法分析国际商会 (ICC) 创建的广告自律体系 (ASRS) 起源中存在的地缘政治和殖民因素，国际广告协会 (IAA) 推动其内部化，并在拉丁美洲实施。为实现这一目标，该研究重点讨论了 ASRS 的创建及其创建者 ICC 的起源；ASRS 的内部化及其主要发起人 IAA 的起源；ASRS 在巴西消费主义运动背景下的影响。考虑到所分析的现象与三个殖民主义理论之间的关系，对每个事件进行了研究。因此，每个事件都与一个类别相关，它由讨论三个殖民地中的每一个的子类别组成）。通过采用非殖民主义视角，可以更好地理解该系统是如何在地缘政治上用于普及以欧洲为中心的消费主义概念的。