O poder simbólico do consumo: No trilho da génese do discurso publicitário contemporâneo

Abstract

With the present article we intend to discuss the relevance that the symbolic dimension of advertising language currently holds, showing that the new communication paths follows a direction toward the intangibility of products, extrapolating their material nature, which, although necessary, is it is increasingly subdued to the emotion attached to the object by the brand. Consequently, the advertising speech promotes the construction of the identity of individuals based on the held brands, through its dimension significant. So, to reflect about this process is to understand which the new communication trends are, potentiated by the symbolic power allocated to consumptive practices. With our research, in which we conducted a content analysis of television advertising campaign of YORN (Young Original Network), called «A Caixa»2, we have verified that, in fact, the brand does not just sell a telecommunications service, but a lifestyle. Being YORN is much more than sharing the same indicative: is to integrate a community of daring, combative and positive youth. By presenting a culture young and original, incorporating the values of the juvenile individuals that want to achieve, and using a symbolic language shared with them, the brand presents identity models. In the seventeen analyzed ads, the appeal is visible: if you want to be original and irreverent, adhere to YORN.