A posição status quo como estratégia publicitária

Abstract

We seek, with this work, show that, often, publicity uses as communicational strategy the insertion into the status quo position. For this, we permeate some concepts which sustain this position. Separated into five chapters, we’re looking to discuss the concept of status quo; the concept of creation to Deleuze and Guttari; the details that guide the conceptualization of climate of opinion, by Elizabeth Noelle-Neumann; the function/definition of creation to Sant’anna; the difference between form and content, in Vieira and Sant’anna’s study; and finally, the concept about opportunity announcement. We analyze different advertisements, coming from different media, in different decades, to give consistency to our idea and to emphasize that such targeting is not grounded just in one moment, or just in one brand, but is a device used by publicity.