Resumo

TRINDADE, Eneus  e  PEREZ, Clotilde. The multiple actors of contemporary advertising. Rev. Portuguesa e Brasileira de Gestão [online]. 2009, vol.8, n.4, pp.25-36. ISSN 1645-4464.

The article aims to present some categories of people manifestations more recurrent in contemporary advertising discourse, presenting a typology to discuss cultural and mediatics aspects generated by advertising semantic and syntax discourses. We want to understand the formal discursive mechanisms of people inside speech advertising executive , considering this kind of text as plural object of media. This kind of comprehension is particular and important when we have a perception about the complexity of social relations with daily fragmentation by media. And we can understand the new means that speech advertising executive is prescribed to persuade receptors and consumers.

Palavras-chave : Advertising Enunciation; Production of Meaning in Advertising; People; Character; Mascot; Multi-individuals.

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