“Mirror, mirror on the wall”: narcissism reflexes in advertising

• Main Authors: Bruna Rabello de Moraes, Christiane Maria Sagebin Albuquerque de Miranda
• Format: Article
• Language: English
• Published: Universidade Estadual de Londrina 2018-05-01
• Series: Estudos Interdisciplinares em Psicologia
• Subjects: Narcisismo; Publicidade; Sociedade; Sofrimento Psíquico
• Online Access: http://www.uel.br/revistas/uel/index.php/eip/article/view/28336

This article discusses the relationship between advertising and narcissism, from the psychoanalytic theory, aiming to problematize the question of narcissistic suffering today. It aims to understand the influence of the social context in promoting or perpetuating psychological distress and the role of advertising in this context. To illustrate what is "sold" beyond the real product advertising, nine slogans were used. We conclude that the constant imposition of narcissistic unachievable ideal for advertising, in addition to a company with subjects that use narcissistic defenses as a way to protect themselves from instability and insecurity, generates a growing narcissistic disinvestment of objects and an increase of drives libidinal focused on the ego, resulting in what the psychoanalyst Green (1988) calls "narcissism of death”.