Resistance to the dominant language of advertising in Herbert Marcuse: a sample

Abstract

This paper presents the results of a study aiming to analyze how the dominant language of advertising operates to absorb other resisting languages. This research study used document review within the framework of a qualitative descriptive approach. Based on Herbert Marcuse’s theoretical reflections, this paper seeks to provide a critical viewpoint on the language used by advertising in our contemporary society. Under these circumstances, the study recovers the notion of negative criticism, a tendency of critical theory, understood as a way of resisting manipulation by society.

Keywords

• negative criticism
• social criticism
• dominant language
• manipulation and advertising
• contemporary society
• critical theory