Características da prática redacional publicitária na era da convergência

Abstract

This paper has as proposition to detect possible new advertising writing characteristics generated by the implications of an emerging culture of transmidiatic convergence infers to many scopes of society, to include, the market of communication. For that, a historical resumption of advertising writing and in depth interviews are made with advertising copywriters (redatores publicitários) and copywriters specialized in internet. Been this acknowledged in this fiel as different stances of a same professional activity, by the means that informations generated by the historical resumption and the interviews made, respectively, seek to detect current and fundamental characteristics of the advertising wording to, through the matting of this elements, be possible to comprehend about what, in fact, has changed in advertising copy-writing taking in consideration the convergence scenario. Lastly, to judge the evoked perceptions about the peculiarities of the approaches of advertising copy-writing appointed, its appointed, still, the comprehension that the process of copy-writing is, in truthiness, a rational strand of advertising wording, what contributes for a glance of the attributions that of the writing adverting professional can come to develop and opens space for new deliberation on that matter.