Social representation of cigarettes in Brazilian popular culture

Suarez, Maribel and Velloso, Luciana. 2017. Social representation of cigarettes in Brazilian popular culture. Revista Interdisciplinar de Marketing, 7(1), pp. 26-41. ISSN 1676-9783 [Article]

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Abstract or Description

This study investigates the representation of cigarettes in the Brazilian collective imaginary, emphasizing the
symbolic dimension of this consumption. Based on a qualitative and interpretative approach, we analyze 15
in-depth interviews with former smokers and 45 lyrics from the Brazilian contemporary repertoire. This
research highlights the association of smoking with addiction and weakness, but it also forewarns the relation
with other cultural meanings which may increase the attractiveness of the product, such as transgression,
rebellion, resilience, company, and comfort. Our analysis points to the importance of understanding the
meanings that are being generated by cultural texts, especially those with great appeal among young people.
Furthermore, the paper discusses additional future avenues for prevention campaigns and those encouraging
the abandonment of smoking, which can be enriched by a multidimensional perspective that, in addition to
organic and cognitive dimensions, also includes social and symbolic aspects related to this consumption.

Item Type:



Imaginary, cigarette, anti-smoking campaigns, Brazil

Departments, Centres and Research Units:

Institute of Management Studies


13 January 2017Accepted
17 January 2017Published

Item ID:


Date Deposited:

20 Nov 2018 18:09

Last Modified:

29 Apr 2020 16:58

Peer Reviewed:

Yes, this version has been peer-reviewed.


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