ADVERTISING REPRESENTATIONS: PERSUASION, NATURALIZATION AND DISPUTE FOR THE HEGEMONIC BETWEEN ECONOMY AND CULTURE

Abstract

This paper aims to present the contributions of the discussion on representations to advertising’s research in contemporary brazilian context. As the theoretical scope, defined from a bibliographic research, we resume the concepts on representations in the perspective of Moscovici, Goffman and Hall, articulated with studies on advertising. We illustrate the debate about possibilities of analytical operationalization of advertising representations highlighting the contributions of researchers such as Rocha, Gastaldo and Iribure. Among the common features of the researches, we identify the discussion about the dynamics of maintenance or transformation of hegemonic representations and its articulation to different practices, contexts and social groups that the communicative process of advertising approaches.