The low-income stratum between exclusionary and redemptive advertising

Abstract

Between 2006 and 2012, in Brazil, there were relevant changes in terms of the increase in economic growth associated with the birth of the supposed new middle class, whose participation in the consumer market was unprecedented. Reflecting on the concept of social class allows insight to recognize this rising low-income stratum as a new reconfigured working class. It became essential to understand how individuals consumed goods in search of inclusion and citizenship. Access to durable goods was one of the greatest symbols of ascension for this emerging stratum. This article aims to analyze the representation of the low-income stratum in advertising discourses of the Furniture and Appliances retail segment, from before the consumption boom – excluding stage –, until after – redemptive stage.