Resumo

SILVA, Mauricio Trindade da. Brand’s identities management. Imaginario [online]. 2006, vol.12, n.12, pp. 307-326. ISSN 1413-666X.

By analytically adopting the proposition that the advertising language is after all a social discourse, this article presents the intention to investigate the production of advertising taking place at this moment - production whose objective is to build identity relationships among subjects and products, what is so far called here “brand’s identity management”. Focused on youthful culture and imaginary, therefore, it is tried to bring into question elements that may allow holding critically the advertising language and the visual image’s statute.

Palavras-chave : Advertising language; Social discourse; Youthful culture; Imaginary; Brands identity management.