Presence of cognitive distortions in brazilian advertisements

Abstract

The objective of this research was to analyze advertisements in order to verify the hypothesis that cognitive distortions can be found in advertisements. We used results of proof obtained by judges that evaluated the transcription (verbal and non-verbal content) from two commercials aired nationally on public television according to the absence or presence of these distortions: dichotomous thinking, catastrophizing, disqualifying the positive, labeling, magnification/minimization, mental filter, mind reading, overgeneralization, personalization, statements like “I should” or “I could”). Participated as judges, six experts in cognitive-behavioral therapy that work in the clinical area and/or are teachers in Higher Education. Responses were submitted to the Binomial test with the following result: the presence of the cognitive distortion “dichotomous thinking” (p < 0.01) in the first advertising (cosmetic industry), and “catastrophizing” (p < 0.01) in the second advertisement (insurance industry). These results indicate that there may be influence of advertising on the construction and maintenance of maladaptive representations. Additionally, the results may contribute to further studies in the psychology of consumption, and so that advertising regulation may take into consideration the cognitive processing and avoid spreading distortions in the actions of the social media.