%0 Journal Article
%T ADVERTISING AND CRITIQUE ITS PRODUCTION OF MEANING IN CONSUMPTION DOI: 10.5585/remark.v8i2.2137 A PUBLICIDADE E A CR¨ªTICA A SUA PRODU  O DE SENTIDO NO CONSUMO DOI: 10.5585/remark.v8i2.2137
%A Eneus Trindade Barreto Filho
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v8i2.2137
%X This paper is part of our theoretical research about production of meaning in the reception of advertising and practices of food consumption in S o Paulo, based at ECA / USP, and looking for to define the role of advertising communication, discussing also implications in the construction of meanings of consumption practices, through which here we consider how material life and its dynamics in daily life. Finally, we try to make a reflection about how to study the meanings of advertising in their contexts of reception and its presence in the construction of links of meaning that determine consumption from the standpoint of sustainability. Este texto integra parte da nossa reflex o te¨®rica acerca da pesquisa A produ  o de sentido na recep  o da publicidade e nas pr¨¢ticas de consumo de alimentos na cidade de S o Paulo, sediada na ECA/USP, que busca definir o papel comunicacional da publicidade, discutindo tamb¨¦m suas implica  es na contru  o de sentidos das pr¨¢ticas de consumo, por meio do que aqui iremos considerar como vida material e sua dinamica no cotidiano. Por fim, colocamos algumas considera  es sobre como estudar os sentidos da publicidade nos seus contextos de recep  o e sobre a sua presen a para a constru  o dos v¨ªnculos que determinam os consumos a partir do olhar da sustentabilidade.
%K Advertising
%K Communication
%K Consumption
%K Links of Meaning
%K Material Life.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2137