In Brazilian media culture, Gérson's law is a principle in which a certain person or company gains advantages indiscriminately, without caring about ethical or moral issues.
The expression emerged in the mid-1980s when journalist Mauricio Dias interviewed the professor and psychoanalyst from Pernambuco, Jurandir Freire Costa, for the magazine Isto É, on the occasion of his article "Narcissism in Dark Times".
It was during this interview that Dias coined the term "Gérson's Law" to refer to the desire that a large portion of Brazilians have to take advantage of everything.
Later, in 1992, in the 18th edition of the magazine Teoria e Debate, the term "Gerson's Law" was mentioned again by Maria Rita Kehl in an interview with the same Jurandir Freire da Costa.
[1] When Maurício Dias coined the expression "Gérson's Law," he alluded to a television advertisement from 1976 created by the agency Caio Domingues & Associados, which had been hired by the cigarette manufacturer J. Reynolds, owner of the Vila Rica brand, to promote the product.