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Even with modernity, the imaginary bonds with the representations of a national identity remain the social cement of a people. This national identity feeds advertising which, in turn, revisits it to create pieces that adequately fit the consumer's expectations and their understanding of the world. This is expected to stimulate the acquisition of the products/services offered. However, to understand that the purpose of advertising is only to promote brands and products and stimulate consumption would be a very reductionist view. We cannot fail to observe that consumer expectations, in turn, are mediated by the moment in which one lives and by cultural traditions revisited, intentionally, on occasion. Thus, advertising, as a cultural mediator, interacts with the social imaginary. Advertising will act building emotional bonds with consumers, including the feeling of belonging, because it is also inserted in social relationships and, ultimately, the advertisers themselves can be considered belonging to this imaginary web composed of symbols and representations, including religious ones.
About the author
- Professeur à l'Universidade Metodista de São Paulo dans les cours de communication marketing (merchandising, promotion et événements), publicité et propagande et journalisme. - Professeur invité au Centro Universitário Senac - SENAC/SP dans le cadre du cours MKT sur le commerce de détail. - Candidat au doctorat en communication sociale.
