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Imagining the production, the consumption and the nation: sensitive strategies of advertising communication

Vander Casaqui


In this article we develop the analysis of the campaign Brazil Presence aired in 2009. The series of commercials presents the invisible bonds constituents of the chains of production and consumption in contemporary Brazil, represented by subjects and their personal narratives. Advertising builds a sense of imagined community and establishes the bank as a fundamental presence in the nation constituted discursively, around work and consumption. According to speech, the interlacing of human trajectories and economic flows are motivators of the ecstatic vision of the country, both internally and in its visibility on the world stage.


communication and consumption, advertising, labor, language, identity.

DOI: http://dx.doi.org/10.11606/issn.1982-8160.v8i1p179-190

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