Beccari, Marcos N.; Portugal, Daniel B.; Salgado, Julia
January 2013
Esferas;jan-jun2013, Vol. 1 Issue 2, p19
Academic Journal
We discuss the campaign Be Stupid, from Diesel, under the ethical prism, raising the hypothesis that it's discourse, apparently imbued with the nietzschean tragical position, may, due to the form it inserts into the contemporary ethos, give support to an ethical position different than that apparently supported. After contextualizing the brand, we build a counterposition of the thinking of some authors and we conclude that the declination of traditional moral duties institutes a new form of morality that cannot be considered tragic.


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