Download Gilles Lipovetsky – A Felicidade Paradoxal. Reseña de “A felicidade paradoxal: ensaio sobre a sociedade de hiperconsumo” de LIPOVETSKY,. Gilles. Matrizes, vol. 1, núm. 2, abril, , pp. In , Gilles Lipovetsky, French philosopher, professor of philosophy in A sociedade da decepção (Manole, ) and A felicidade paradoxal. The first is an.

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According to Freire Filhocurrent society grants us more than the right to happiness, in fact it imposes the imperative that happiness should be accomplished immediately, right here and right now: The discussion is updated with reflections on LipovetskyGianettiDe Masi and Toscanibut Freire Filho patadoxal the one that brings the definitive paradoxql to our critical and theoretical re framing of the theme.

In the end of his criticism Freire Filho considers that the quest for positive psychology’s so-called “authentic happiness” is a reconfiguration of the quest for happiness of the Enlightenment, and that it is possibly causing a lot of suffering, as not everyone feels capable to accomplish this mission or is able to reach the ideal of the gillles.a happy people”.

A Felicidade Paradoxal by Gilles Lipovetsky (2 star ratings)

And it also feeds the possibility of differentiation, autonomy and individuality, as each person can be happy in a different way, exercising free choice, but all equally having the same “right to happiness”. This study is a reflection on this subject, in order to spark a discussion on three fronts: To see what your friends thought of this book, please sign up. Be it from this viewpoint, called the “thesis of civilization barter”, be it from the viewpoint of the “thesis of incompleteness” 2according to which the discomfort would be temporary once the Enlightenment’s project has not yet been concluded, the reality is that the notion of happiness continued to be socially re-signified, clearly delineating a path that went from the soul to the body and that at this point moves from collective to individual.

Reading these authors has also enabled the understanding of a path that has private consumption of goods as the background, but relocates their meaning in the quest for happiness on an axis that goes from expression and visibility for others, through hedonist satisfaction for one’s self and reaching, in the other extreme, the reinforcement of autonomy, quality of life and self-esteem, which in a synergetic way should amplify and improve the human capital, thus producing increasingly more happiness.

From enchanted and always future happiness we moved on to broad, general and unrestricted happiness, to imperfect and relative happiness sometimes with the need to measure and display it, but also paradoxical, imperative, and perhaps authentic.

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The message indicates that the re-conceptualization of the campaign updated the concept of happiness, suggesting, by highlighting elements present in the proposal of “authentic happiness”, the use of the principles of positive psychology. The phenomenon is not homogeneous, as the representation of happiness takes different forms and points to different meanings.

Although the focus has returned to fellicidade individual sphere, Baudrillard warns us that happiness in consumer society has nothing to do with a spontaneous view in which pafadoxal individual naturally wants to be accomplished on his own.

To see what your friends thought of this book, please sign up. Regardless of the plausible criticism of this concept of happiness originated in positive psychology, the awareness of its dissemination and use by companies and brands, as paradoxa, as citizens in general, is more than enough reason for it to be of interest in our attempt to understand how happiness has been represented in Advertising and if and how such representations display the elements described above.

And thus we arrive at the era of “compulsive and compulsory” happiness. Be the first to ask a question about A Felicidade Paradoxal.

It is possible to emphasize in this set of representations the presence of bright colors 11 and the large number of elements, in direct reference to the concrete acquisition of goods and abundance, which are generally in line which what was defined as inclusion consumption 12the type geared at meeting basic and emotional needs through the consumption of the value materialized in the products and at the same time concerned with the denial of the scarcity left in the past.

Thus happiness presents itself as a temporary condition, as we constantly return to the state of dissatisfaction, which erodes happiness and causes a new searching cycle to begin PEREZ, b. Be the first to ask a question about A Felicidade Paradoxal. Lipovetsky began his philosophical career as a Marxist, similar to many others in the s. Presented as a blue diamond and originally synthesized by the pharmaceutical corporation Pfizer. The Next Big Thing. Thus the project of construction of happiness was granted possible for all individuals, becoming an imperative in modernity in a broad, general and unrestricted way.

Advertising should work with a suggestive, somewhat detective-like, indicative and symbolic language, letting consumers’ emotional imaginary operate” PEREZ, C. The impulse, the endless quest for pleasure.

Want to Read saving…. The ability to create and to imprint meanings in new products, services and pieces of communication, requires a gifted professional not only in the field of brand management, but also on the study of culture and emerging mindset and behavior trends. There are internal and usually unconscious factors that lead to the purchase of a certain product.

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What makes you happy? The sentence is transformed in the lyrics of the accompanying song as well as in the lettering on screen, at first to “What do you make to be happy?

However, the path taken was fruitful to broaden the historical and evolutionary understanding of the concept of happiness and how it can manifest itself on a contemporary socio-cultural expression, namely Advertising.

It is treated like a possibility that is available to all and that all should and are able to obtain. Along with hedonism and beauty, happiness seems to complete the triad of the essential pillars of social life in current times. Not only due to the obvious limitations of the exploratory character of this work, but also because it is possible to find other examples of brands geared at middle and low social classes that express the elements covered by the theoretical review above.

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This book is not yet featured on Listopia. Although positive psychology is not concerned about tracing a definitive conceptualization of happiness, stating that it may “encompass a variety of positive emotions”, through its studying in-depth research, Freire Filho was able to capture the essence of all ways the concept is used, stating that “for positive psychology happiness is one of the possible synonyms for the different levels of satisfaction we obtain when we explore in the many senses of the paradoxsl the best in us, prospering everyday, in any situation” FREIRE FILHO,p.

Goodreads helps you keep track of books you want to read. More suffering, more reward. Certainly when we apply the widely discussed concept of Sloterdijk’s trilogy Spheres I, II and IIIwe understand that familiarity ensures psychic wellbeing. We want to know: Finally, with a clear psychoanalytical approach 10emphasizing emotional and affectionate stimuli, the campaign is able to lead consumers to imagine the pleasure they will obtain, achieving what Campbell feliicdade imaginative hedonism.

In the author’s perspective, the quest for happiness may someday no longer prioritize the market and ephemeral consumption, but today this is its undeniable feature.

To ask other readers questions about A Felicidade Paradoxalplease sign up. Indiana University Press,