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The unattainable goal of intangible assets and the social consequences: from The True Cost to Free Fashion

By Patrícia Gonçalves Saldanha and Eduardo Aguiar Assis

Abstract

This article aims to reflect theoretically on the unrestrained pursuit of valorization of brands of large companies in the segment fast fashion, in contrast to the social consequences generated for the society itself that consumes products of these same brands.The starting point for analysis is what Max Weber calls the “new spirit of capitalism”, based on the André Gorz’s concept of “intangible capital”, and on the documentary The True Cost about the fashion industry. In contrast with the exacerbated consumerism, it is important to mention the emergence and propagation of social advertising as an alternative route that aims to provide the balance between all the people involved in the production chain, like what has been called fair trade

Topics: consumo de marca, capital imaterial, valor intangível, publicidade social, comércio justo, consequências sociais., Communication. Mass media, P87-96, Public aspects of medicine, RA1-1270
Publisher: Instituto de Comunicação e Informação Científica e Tecnológica em Saúde (Icict) da Fundação Oswaldo Cruz (Fiocruz)
Year: 2016
OAI identifier: oai:doaj.org/article:842e945e4e074fcf936b38c1f7c2d4b1
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