ADVERTISING AND CRITIQUE ITS PRODUCTION OF MEANING IN CONSUMPTION

This paper is part of our theoretical research about production of meaning in the reception of advertising and practices of food consumption in Sao 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.