Theatre is widely unrecognized for the compelling influence it has held in society throughout history. In this thesis, I specifically examine the implications surrounding the social protest theatre of black and Jewish American minority communities in the first half of the twentieth century. I discuss how their historical circumstance, culture, and idiosyncratic natures caused them to choose agitated propaganda theatre as an avenue for protest. I delve into the similarities in circumstance, but their theatre case studies separate the two communities in the end. I present case studies of each community, beginning with anti-lynching plays of the 1920s that were written by black American playwrights both in response to white supremacist propaganda theatre and to assert a dignified representation of the black community. However, their plays and protest movement never developed a larger popular following. My next minority theatre case study is an examination of 1930s Jewish labor drama created in protest of popular anti-Semitic theatre and poor labor conditions. The Jewish community differs from the black community in their case because the racist propaganda was produced by a man who was Jewish. Another difference is that their protest theatre was on the commercial stage by this point because of a rise in a Jewish middle class and improvement of circumstance. Both the Jewish protest theatre and labor reform movements were more successful. My conclusion is a summation of black and Jewish American theatre of the era with a case study of collaboration between the communities in George Gershwin’s operetta about black Americans, Porgy and Bess. I conclude that these two communities eventually departed from circumstance and therefore had differing theatrical, political, and social experiences in America during the 1930s.

This thesis will examine the response of educators to the use of the American public school system for ideological management during the early Cold War period. Through an assessment of instructional films, this work will show that the objectives of educational propaganda fell into three main categories: to promote Americanism as the national ideology, to deter students from communism or communist sympathy, and to link the potential for nuclear warfare to ideological lassitude. It will be argued that although the majority of educators accepted these goals, as films became increasingly extreme in their presentations, a critical minority revealed discontent with the use of the school for the purposes of indoctrination. By the mid-1960s, a number of factors would result in the dismantling of the Cold War consensus and a reinvigoration of the critical perspective in education.

Vietnam was partitioned at the 17th parallel on 21 July 1954 with the signing of the Geneva Accords. During the following three hundred days, between 600,000 and one million Vietnamese civilians traveled from North Vietnam to South Vietnam. Three hundred thousand of these individuals were transported in the United States Navy's evacuation efforts, dubbed Operation Passage to Freedom. The Navy recognized the propaganda value of the evacuation from areas under communist control, but American audiences did not respond to the coverage afforded to the American operation. In 1956, a year after the completion of the evacuation, Dr. Thomas Dooley released Deliver Us from Evil, a first-hand account of his own experiences in Vietnam during the evacuation. This book enjoyed literary success and became a bestseller. This study explores the reasons Dooley enjoyed propagandistic success while other pieces of propaganda failed to sustain American interest.

Since 1927 international broadcasters have spanned oceans and transcended borders through the use of shortwave radio. In the beginning of the 21st century, some longtime shortwave stations have sharply cut back their English language services, particularly to North America and the Pacific region; at least one station has signed off forever. This paper examines the history of shortwave broadcasting--how it came to be, how it was used and by whom. Through interviews with broadcasters and listeners, it also explores the nature of the shortwave "experience"--especially how shortwave listening is different from listening to other media. Finally, this paper looks at what forces have precipitated such rapid and drastic changes in an 80-year old medium, why some adherents say new technologies are not necessarily suitable substitutes for shortwave, and what the near future holds for international radio broadcasting.

The American movie industry did not have to develop into the Hollywood dream factory. There were educative, religious, explicitly political, and other non-commercial alternative arrangements to America’s film industry. These alternatives, along with principles such as film free speech and movie propaganda, had to be cast aside by the emerging moguls of Hollywood. Conflicts with the vanquished liquor industries, moral and economic regulatory concerns, Republican Party politics, and the resurgent Klan all shaped the classic Hollywood system from 1906 to 1927, a 20-year period in which the American film industry depoliticized the Hollywood movie screen, shedding its democratic and propagandistic definitions for the politics of publicity and entertainment as a service to Americans. Developments in this infant industry also shaped the broader trajectory of American consumer capitalism toward big producer control and the self-regulation of the industry’s social effects.

Thesis advisor: John Michalczyk / Although the National Socialists' ultimate intentions in regard to religion were concealed from the pubic under layers of political rhetoric, their objectives were nonetheless clear. The National Socialists sought the destruction of the Christian religion, whose teachings and values were seen as inimical to those of the State, and the establishment of a Reichskirche that would preach the doctrines of National Socialism. The German government during the Third Reich was a totalitarian regime, but there was one matter in which the Nazi Party did not have carte blanche, religion, which made it an intrinsic threat to the authority of the State. Many Nazi officials saw Christianity as the inherent and irreconcilable enemy of National Socialism, but they knew they risked losing the support of the German people if they instantly dissolved the Christian Churches. Instead of vehemently attacking the Christian confessions the way they did in Poland, in Germany the National Socialists set up a mirage of support for and acceptance of religious institutions, all while working to undermine the Christian tradition that they considered of greatest detriment and danger to their State. / Thesis (BA) — Boston College, 2004. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: College Honors Program.

A inatividade física, associada ao aumento do consumo de alimentos energéticos consumidos frente à televisão, ou em decorrência da influência de comerciais de produtos alimentícios veiculados, têm sido apresentada como fator determinante para o aumento de peso corporal durante a adolescência. Assim, o presente estudo teve como objetivo investigar a influência da televisão nos hábitos alimentares de uma população de adolescentes da região norte brasileira. Foram investigados: a) a importância da comunicação, seu nível de influência, com ênfase principal na publicidade e propaganda veiculadas na televisão; b) a quantidade de propagandas de alimentos veiculados pelas principais redes de canal aberto da televisão brasileira, bem como a qualidade nutricional destes alimentos; c) o conteúdo das propagandas de alimentos, incluindo os apelos emocionais e racionais associados ao produto promovido; d) os hábitos de compra de alimentos e os hábitos alimentares dos adolescentes, relacionando-os à ocorrência de sobrepeso e obesidade. Cada objetivo específico foi desenvolvido em um estudo, com material e método específicos. No estudo número um, foram gravadas as programações das três principais redes de canal aberto brasileiras, líderes de audiência na cidade de Manaus. Paralelamente, procedeu-se à análise do relatório de programação diária das três emissoras de televisão. Os dados foram analisados através de estatística paramétrica, utilizando-se Análise de Variância (ANOVA). Verificou-se que categoria alimentos apresentou a maior frequência média de veiculação. Com relação às propagandas de produtos alimentícios selecionadas, verificou-se que a maior parte delas, referia-se a alimentos classificados no grupo óleos, gorduras, açúcares e doces da Pirâmide Alimentar Adaptada. No estudo número dois foram realizados dois tipos de análise: a primeira, quantitativa, relacionando a porcentagem de ocorrência das categorias para classificação das propagandas e produtos. Constatou-se que 73,3% das propagandas promoveu o produto em si. A mesma porcentagem 73,3% indicou alimentos para consumo durante o café da manhã e/ou lanche. A totalidade das propagandas alimentícias selecionadas sugeriu o consumo imediato dos produtos anunciados. Na segunda análise proposta, também quantitativa, utilizou-se a ANOVA. Em relação aos sentimentos explorados pelas propagandas de alimentos a post hoc demonstrou que a frequência média de indicação de sentimentos explorados, representados pelos grupos (gênero feminino e gênero masculino) foi estatisticamente maior no grupo masculino. Tendo como referência a análise dos dados coletados a partir do julgamento das idéias associadas aos produtos alimentícios, observou-se que os dois grupos, julgaram as propagandas com frequências médias iguais. No estudo número três, foi aplicado o Questionário de Avaliação de Consumo, Questionário de Avaliação Sócio-Econômica, aos 94 adolescentes, de ambos os sexos, alunos do Instituto Federal de Educação, Ciência e Tecnologia do Amazonas - IFAM. Os resultados revelaram que 11,7% dos alunos estavam com sobrepeso e 7,7% apresentaram obesidade, não sendo identificada diferença significativa entre o IMC médio dos meninos e das meninas. Sendo constatada diferença significativa entre o IMC e o hábito de assistir à televisão por mais de 2 horas por dia somente para os adolescentes do sexo masculino. A propaganda foi um dos fatores associados à decisão de compra dos alimentos. As propagandas veiculadas associaram sentimentos de satisfação, prazer e alegria, idéias de convencimento e qualidade do produto para incentivar o consumo de alimentos. Fatores que poderiam exercer influência nos hábitos alimentares dos adolescentes. A maior parte dos adolescentes apresentou hábitos alimentares inadequados, com elevado consumo de gordura, açúcar e sal. Os dados apresentados no presente estudo concordam com a literatura especializada, que revela que a intensa propaganda de alimentos na televisão pode estar contribuindo com os índices de sobrepeso e obesidade encontrados nos adolescentes. / Physical inactivity associated with an increase in consumption of energetic foods consumed in front of the TV, or as a result of the influence of adverts for the sale of processed foods, has been presented as a determinant factor in the increase in body weight during adolescence. Thus the present study aimed to investigate the influence of TV on the eating habits of an adolescent population in the north of Brazil. The following were investigated: a) the importance of communication and the level of influence, with the main emphasis on the publicity and propaganda aired on TV; b) the amount of propaganda concerning food products aired by the main networks of open TV in Brazil, and the nutritional quality of these foods; c) the content of the propaganda concerning foods, including the emotional and rational appeals associated with the product advertised; d) the food buying habits and eating habits of the adolescents as related to the occurrence of overweight and obesity. Each specific objective was developed in a separate study, with specific material and method. In study number one, the programs of the three main networks of open TV in Brazil, viewer leaders in the City of Manaus, were taped. In parallel, the daily program report of the three TV networks was analyzed. The data were analyzed by parametric statistics using the Analysis of Variance (ANOVA). It was shown that the category of foods showed the greatest mean frequency of going on air. With respect to the selected food product adverts, it was shown that the majority referred to foods classified in the group of oils, fats, sugars and sweets of the Adapted Food Pyramid. In study number two, two types of analysis were carried out: the first was quantitative, relating the percent occurrence of the categories for the classification of the adverts and products. It was shown that 73.3% of the adverts promoted the product itself. The same percentage of 73.3% indicated foods for consumption at breakfast time and/or for lunch/snacks. All of the selected food adverts suggested the immediate consumption of the products announced. In the second analysis proposed, also quantitative, ANOVA was used. With respect to the exploration of sentiments by the food adverts, a post hoc showed that the mean frequency of the indication of sentiments explored, represented by groups (female gender and male gender) was statistically greater for the male group. Taking as the reference the analysis of data collected as from the judging of ideas associated with the food products, it was observed that the two groups judged the adverts with the same mean frequencies. In study number three, the questionnaires Evaluation of Consumption and Socio-Economic Evaluation, were applied to 94 adolescents of both sexes, students at the Federal Institute of Education, Science & Technology of the Amazonian Region (IFAM). The results showed that 11.7% of the students were overweight and 7.7% were obese, no significant difference being identified between the mean values for BMI of the girls and boys. A significant difference was found between the BMI and the habit of watching TV for more than 2 hours per day, only for the male group of adolescents. Propaganda was one of the factors associated with the decision to buy the foods. The adverts aired associated sentiments of satisfaction, pleasure and happiness, ideas for convincing and the quality of the product to encourage consumption of the foods, factors that could exert an influence on the eating habits of the adolescents. The majority of the adolescents showed inadequate eating habits, with an elevated consumption of fats, sugar and salt. The data presented in the present study agree with the specialized literature that has revealed that the intense propaganda of foods on TV could be contributing to the overweight and obesity indexes found in adolescents.

A atividade de promover medicamentos no Brasil surgiu com a instauração da Corte Portuguesa no país (Anvisa, 2008). A partir do século XIX, iniciaram-se articulações entre o poder médico-político-judiciário, representado pela Junta Central de Higiene, e o mercado de medicamentos. Mesmo diante dos esforços feitos para regulamentar a propaganda de medicamentos nota-se, por meio dos atuais índices de venda dos estabelecimentos farmacêuticos brasileiros, que este é um mercado em contínua expansão. Mais preocupante ainda, os indicadores de intoxicação e morte por ingestão de medicamentos apontam que o modo como os brasileiros fazem uso dos mesmos tem acarretado sérios riscos à saúde coletiva. Nesse sentido, esta pesquisa objetivou revisar referenciais teóricos pertinentes ao tema, analisar artigos científicos que o abordaram nos anos de 2003 a 2013, e responder às questões: Como estudar a propaganda de medicamentos no Brasil? Como contribuir para a formulação desse estudo? Assim, visamos a contribuir para a formulação de questões e estratégias de pesquisas futuras, enfocando o modo como o sujeito se coloca frente a esse tipo de propaganda. A revisão desta literatura especializada indicou que: a) a propaganda de medicamentos está inserida na modernidade e na pós-modernidade; b) nesses contextos, medicalização social e biopolítica articulam-se; c) nesse cenário se desenvolveram os meios de comunicação de massas e a indústria cultural; d) houve uma transição da sociedade de produção para a sociedade de consumo; e) no contexto de consumo brasileiro atual, a indústria farmacêutica tem se expandido largamente; f) o modo de subjetivação pós-moderno converge com o consumo de medicamentos; g) a propaganda só persuade quando existem condições para persuadir; h) as condições de persuasão dependem dos sujeitos e de seus contextos de vida, por isso, transformações no consumo de medicamentos dependem também de transformações nos modos de viver e ser contemporâneos. Nos artigos científicos analisados, visualizamos: a) a fragilidade na regulamentação da propaganda de medicamentos no Brasil; b) a necessidade de problematizar o comércio e a propaganda de medicamentos, bem como realizar ações para o uso racional dos mesmos; c) a RDC nº96/2008, da Anvisa, foi considerada insuficiente e manteve as fragilidades do modelo anterior; d) existem modelos de regulamentação que favorecem mais a saúde coletiva do que o utilizado no Brasil; e) ações educativas para o uso racional de medicamentos propostas pela Política Nacional de Medicamentos não são praticadas em nível nacional; f) tecnologias discursivas têm sido utilizadas para dissimular a vigilância sanitária; g) profissionais da saúde afirmaram sentir-se persuadidos pela propaganda. Em nossa conclusão oferecemos uma sumarização dos referenciais teóricos utilizados e das lacunas extraídas a partir da análise de nosso material de pesquisa, bem como, expressamos os motivos pelos quais nossa pesquisa pode contribuir com um possível estudo sobre como a propaganda de medicamentos, tal como ela tem sido feita no Brasil, direciona o modo como as pessoas consideram e cuidam de seus corpos na atualidade. Por fim, lançaremos uma sugestão de pesquisa visando superar algumas das dificuldades explicitadas pelos artigos analisados / The activity of promoting drugs in Brazil emerged with the establishment of the Portuguese Court in Brazil (Anvisa, 2008). From the nineteenth century, began joints between medical, political and judiciary areas, represented by the Central Board of Health (Junta Central de Higiene), and the drug market. Despite recent efforts to regulate drug advertising, it is noticed through the current rates of sale of Brazilian pharmaceutical establishments that it is a market in continuous expansion. More worryingly, the indicators of intoxication and death from ingestion of medications point that the ways Brazilians make use of them represent serious risks to public health. Thus, this study aimed to review theoretical frameworks relevant to the topic, analyze scientific articles that were published from the year 2003 to 2013, and answer the questions: How to study drug advertising in Brazil? How to contribute to the formulation of this study? Thus, we aim to contribute to the formulation of questions and strategies for future research, focusing on the way that the subject is placed in front of this kind of propaganda. In summary, this literature review indicated that: a) drug advertising is present into \"modernity\" and \"postmodernity\"; b) in these contexts \"social medicalization\" and \"biopolitics\" are articulated; c) the \"mass media\" and the \"culture industry\" were developed in this scenario; d) there was a transition from \"production society\" to \"consuming society\"; e) in the context of the current Brazilian consumerism, the pharmaceutical industry has expanded greatly; f) the mode of subjectivity \"postmodern\" converges with the consumption of drugs; g) advertising persuades only when conditions exist to persuade; h) the conditions of persuasion depends on the subjects and their life contexts, therefore, changes in drug consuming also depend on changes in the ways of living and being contemporary. In scientific papers analyzed, was visualized: a) the weakness in the regulation of drug advertising in Brazil; b) the necessity to discuss trade and drug advertising, as well as perform actions for the rational use of drugs; c) The RDC 96/2008, from Anvisa, was deemed insufficient and kept the weaknesses of the previous model; d) there are other regulatory models that favor the collective health better than the brazilian one; e) educational activities for the rational use of drugs proposed by the National Drug Policy are not applied at the national level; f) \"discourse technologies\" have been used to conceal the health surveillance; g) health professionals demonstrated they feel persuaded by the medicine advertisement. In our conclusion we provide a summarization of the theoretical frameworks used and gaps extracted from the analysis of our research material, as well as express the reasons why our study may contribute to make a study about how drug advertising, as it has been done in Brazil, directs the way people think about and take care of their bodies today. Finally, we will launch a research suggestion aiming to overcome some of the difficulties revealed by the analyzed articles

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-10T12:44:52Z No. of bitstreams: 1 Dissertação_MPCC- João Manoel Oliver.pdf: 3000955 bytes, checksum: 1c956f0ecde72f389afdf1aae799a915 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-10T12:45:18Z (GMT) No. of bitstreams: 1 Dissertação_MPCC- João Manoel Oliver.pdf: 3000955 bytes, checksum: 1c956f0ecde72f389afdf1aae799a915 (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-10T12:45:47Z (GMT) No. of bitstreams: 1 Dissertação_MPCC- João Manoel Oliver.pdf: 3000955 bytes, checksum: 1c956f0ecde72f389afdf1aae799a915 (MD5) / Made available in DSpace on 2018-10-10T12:45:58Z (GMT). No. of bitstreams: 1 Dissertação_MPCC- João Manoel Oliver.pdf: 3000955 bytes, checksum: 1c956f0ecde72f389afdf1aae799a915 (MD5) Previous issue date: 2018-04-27 / Consumption and the way it is practiced have changed drastically over the years. With the significant increase in communication channels, the way of carrying the message to the consumer has changed, not seeing it or not being ready for such a change can interfere with the message that the consumer receives. Today he can make his purchases, or even interact with other consumers and consequently a greater diversity of counted points, in the communication of the marks with their respective targets. Omnichannel, the most used term in the area of Marketing / Retail and because of the diversity and complexity of communication channels available today, it can be adopted the communication with the consumer and the different possibilities of advertisers delivering the message of their brand to the target. In the basic definition Omnichannel would be - combine traditional and online commerce by integrating common processes in a harmonious way. The changes in the way the entire consumer journey is typical of the 21st century and different from what it was in the early 2000s was different from 1990, 1980, and 1940, etc. Are companies and advertising agencies prepared for this consumer? Will advertisers and agencies be prepared for this change in strategy? This is the key issue of this project. This project aims to understand this relationship of the agencies and this consumer Omnichannel. Agencies are a priori responsible for the strategy in selecting the points of contact between consumers and brand. Qualitative interview with the top 10 executives of advertising agencies in the São Paulo market (main market in agency concentration and advertisers). These executives are responsible for the guidelines and paths to be followed by their companies. Understanding the Omnichannel consumer relationship and advertising is the vision of these professionals. At the end of the research, one can affirm that the concept of Omnichannel is understood and applied in the day-to-day communication market. Much of this should be due to the growth of digital media, forcing the emergence of new professionals with more in-depth knowledge of this medium and also provoking agencies, even if with a certain lethargy, to leave the comfort zone, here we mean focusing on TV and other media, and seek to understand the new formats of the message and its interaction, no longer passive, but now active, of the consumer with what is sent to him through the message of the advertising piece. In general, everyone agrees that this has created a major shift between the behavior of the advertising market today versus the early 2000s, for example. During the interviews, a few points emerged that were not initially at the heart of this study but contributed to a deeper understanding and understanding of the current market advertising. New entrants, marketing consultants such as Accenture, new pay formats, and the need for more dynamic professionals were points that emerged during the interviews and contributed to a better understanding of the current advertising landscape. The main change, and the most difficult and necessary from the point of view of the interviewees, is the form of remuneration and the positioning of the agencies before the clients. Contributions / managerial practices: (1) The new entrants (consultants) have only become strong (and a valid option) for the agencies 'behavior, to learn from these companies what it takes to be relevant to clients' business again. (2) By stating that the advantage in relation to them is a deeper knowledge of consumers and the importance of creativity for the construction of future planning to be effective and perceived by the advertising market. / O consumo e a forma como este é praticado tem mudado drasticamente com o passar dos anos. Com o aumento significativo dos canais de comunicação, a forma de levar a mensagem ao consumidor mudou, não enxergar isto ou mesmo não estar pronto para tal mudança pode interferir na mensagem que o consumidor recebe. Hoje o consumidor pode fazer as suas compras, ou mesmo interagir com outros consumidores com um simples click do mouse e por consequência uma maior diversidade de pontos de contado, na comunicação das marcas com seus respectivos targets. Omnichannel, termo mais utilizado na área de Marketing/Varejo e que, pela diversidade e complexidade de canais de comunicação disponíveis hoje, pode-se adotá-lo na comunicação com o consumidor e as diversas possibilidades de anunciantes entregarem a mensagem de sua marca ao target objetivado. Na definição básica, Omnichannel seria combinar o comércio tradicional e online através da integração de processos comuns de forma harmoniosa. As mudanças na forma como acontece todo o consumer journey é típica do século XXI e, diferente do que era no início dos anos 2000, que foi diferente de 1990, 1980, 1940, entre outros. As empresas e agências de propaganda estão preparadas para este consumidor? Será que anunciantes e agências estão preparadas para esta mudança de estratégia? Esta é a questão chave deste projeto. Este projeto tem como objetivo entender esta relação das agências e este consumidor Omnichannel. As agências são, a priori, as responsáveis pela estratégia na seleção dos pontos de contato entre consumidores e marca. Para atingir os objetivos propostos deste trabalho, foram realizadas entrevista com os 10 principais executivos de agências de propaganda no mercado de São Paulo (principal mercado em concentração de agências e anunciantes). Estes executivos são os responsáveis pelas diretrizes e caminhos a serem seguidos por suas empresas. Compreender a relação do consumidor Omnichannel e a propaganda é a visão destes profissionais. Ao final da pesquisa, pode-se afirmar que o conceito de Omnichannel é entendido e aplicado no dia a dia do mercado de comunicação. Muito disso deve-se ao crescimento dos meios digitais, que força o surgimento de novos profissionais com conhecimento mais aprofundado deste meio e também provoca as agências, mesmo que com certa letargia, a sair da zona de conforto. Entende-se aqui o foco em TV e outros meios, e busca-se entender os novos formatos da mensagem e sua interação (não mais passiva, mas agora ativa) do consumidor com aquilo que lhe é enviado através da mensagem da peça publicitária. De uma forma geral, todos concordam que isso criou uma grande mudança entre o comportamento do mercado publicitário hoje em relação ao início dos anos 2000, por exemplo. Durante as entrevistas surgiram alguns pontos que a princípio não estavam no foco deste estudo, mas que contribuíram para um maior aprofundamento e entendimento do mercado atual de publicidade. Os novos entrantes, consultorias de marketing (como a Accenture), novos formatos de remuneração e a necessidade de profissionais efetivamente mais dinâmicos foram pontos que surgiram durante as entrevistas e que contribuíram para um melhor entendimento do cenário atual do mercado publicitário. A principal mudança, e a mais difícil e necessária no ponto de vista dos entrevistados, é a forma de remuneração e o posicionamento das agências perante os clientes. Contribuições/praticas gerenciais: (1) Os novos entrantes (consultorias) só se tornaram fortes (e uma opção válida) pelo comportamento das agências, aprender com estas empresas o que é necessário para voltar a ser relevante aos negócios dos clientes. (2) Com isso, ao afirmar que a vantagem em relação a eles é um conhecimento mais aprofundado sobre os consumidores e a respeito da importância da criatividade para a construção de um planejamento de futuro seja efetivo e percebido pelo mercado anunciante.

O efeito de sentido contraintuitivo do discurso publicitário pretende estimular um processo de deslocamento cognitivo dos conteúdos que moldam os estereótipos tradicionais, na memória do indivíduo, ao apresentar em suas narrativas \"outras/novas\" conexões simbólicas de realidades socioculturais vivenciadas por integrantes de grupos minoritários. Assim, durante o processamento da mensagem publicitária, campos de associação podem ser ativados na memória e, dependendo do contexto no qual esta comunicação é recebida, pode ser codificada/percebida, entre outras possibilidades, de forma negativa ou positiva. Diversos estudos e experimentos estão sendo realizados mundialmente, inclusive com peças comunicacionais, para tentar mensurar a eficiência de ações que abordem em suas estratégias questões que auxiliem na desconstrução (eliminação ou supressão) dos estereótipos sociais negativos, mediante estímulos que ativem o controle mental das respostas estereotípicas do indivíduo. Porém, neste processo alguns resultados identificados pelos pesquisadores apontam efeitos irônicos, indesejados; dentre esses se destaca o efeito irônico de ricochete. Sob essa dinâmica, indica-se que os objetivos gerais deste trabalho buscam conceituar e inserir os estudos sobre propaganda contraintuitiva nos debates teóricos da comunicação publicitária; e alimentar teoricamente a área de comunicação sobre os estudos contemporâneos dos estereótipos e, dentro do desenvolvimento desse campo, colaborar para o entendimento do papel responsável do uso dos estereótipos na propaganda. O proceder metodológico atendeu um levantamento bibliográfico que suporta a coordenação de reflexão e fundamentos sobre a temática dos efeitos de comunicação, estereótipos e publicidade. Um experimento laboratorial foi aplicado num esforço de apresentar, observar e verificar alguns indicativos dos efeitos da publicidade contraintuitiva em crenças e estereótipos. / The effect of the counterintuitive sense of advertising discourse aims to prompt a process of cognitive shift of the contents that form the traditional stereotypes, in an individual\'s memory, when it introduces \"other/new\" symbolic connections for sociocultural realities experienced by members of minority groups. Therefore, during the process of the advertising message, association fields may be activated in the memory and, depending on the context in which this communication is viewed, it can be negatively or positively decoded/perceived, among other possibilities. A number of studies and experiments are being carried out globally, using different forms of communication, to observe and measure the efficiency of strategic actions that aid in the deconstruction (elimination or suppression) of the negative social stereotypes, through stimuli that activate the mental control of individual\'s stereotyped answers. However, in this process, some results have been identified by the researchers as ironic and undesired effects, among these, a rebound ironic effect is evident. Therefore, the general objectives of this work are to conceptualize and insert the studies on counterintuitive advertising in the theoretical debates of advertising effects; and theoretically includes the communication area on the contemporary studies of the stereotypes and, within the advancement of this field, collaborate to understand the responsible role of using stereotypes in advertising. The methodological procedure includes a bibliographical appraise that supports the discussion about the reflection and fundamentals on the effects of communication, stereotypes and advertising. A laboratory experiment was carried out in the attempt to present, observe and verify some indicatives of the counterintuitive effects on beliefs and stereotypes.