<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752025000305004</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.48(2025).6327</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Ativismo Etílico: Convocações Discursivas e Publicitárias ao Consumo de Cervejas Panfletárias]]></article-title>
<article-title xml:lang="en"><![CDATA[Ethanol Activism: Discursive and Advertising Calls to the Consumption of Propagandistic Beers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Casadei]]></surname>
<given-names><![CDATA[Eliza Bachega]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Escola Superior de Propaganda e Marketing Programa de Pós-Graduação em Comunicação e Práticas do Consumo ]]></institution>
<addr-line><![CDATA[São Paulo ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>48</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752025000305004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752025000305004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752025000305004&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo analisa as estratégias discursivas de convocação ao consumo presentes em rótulos de cervejarias artesanais que fizeram referência às eleições presidenciais brasileiras de 2022. A partir dos pressupostos teóricos e metodológicos da análise de discurso de linha francesa, foram examinados os rótulos das cervejarias Rock n&#8217; Bräu, Mito, Vapor Negro e Hey Ho, produzidos entre janeiro e setembro de 2022 e divulgados em sites e redes sociais. O estudo busca compreender de que modo esses rótulos funcionam como palavras de ordem e enunciados performativos que vinculam o ato de beber a formas de engajamento político e moral, produzindo o que se denomina &#8220;consumo efígico&#8221;. Os resultados mostram que as marcas mobilizam discursos alusivos ao pertencimento político, à ironia e à celebração de candidatos, transformando o rótulo em espaço de expressão ideológica e de circulação de afetos cívicos. Conclui-se que as cervejas panfletárias exemplificam um movimento de politização dos objetos de consumo, no qual a comunicação publicitária atua como mediadora simbólica entre consumo e participação pública. O artigo contribui para o campo da comunicação publicitária ao evidenciar como marcas de pequeno porte podem intervir no debate político por meio de estratégias criativas de branding e discurso, ampliando as fronteiras entre publicidade, cultura e política.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article examines the discursive strategies of consumption solicitation on craft beer labels that referenced the 2022 Brazilian presidential elections. Drawing on the theoretical and methodological assumptions of the French-line discourse approach, the labels of the breweries Rock n&#8217; Bräu, Mito, Vapor Negro, and Hey Ho, produced between January and September 2022 and disseminated on websites and social media, were analysed. The study aims to understand how these labels function as rallying cries and performative utterances that associate drinking with forms of political and moral engagement, producing what is termed &#8220;effigial consumption&#8221;. The results indicate that the brands mobilise discourses of political belonging, irony, and candidate celebration, transforming the label into a space for ideological expression and the circulation of civic affects. It is concluded that pamphlet-style beers exemplify a movement towards the politicisation of consumer objects, in which advertising communication acts as a symbolic mediator between consumption and public participation. The article contributes to the field of advertising communication by demonstrating how small-scale brands can intervene in political debate through creative branding and discourse strategies, expanding the boundaries between advertising, culture, and politics.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[comunicação publicitária]]></kwd>
<kwd lng="pt"><![CDATA[consumo]]></kwd>
<kwd lng="pt"><![CDATA[cervejarias artesanais]]></kwd>
<kwd lng="pt"><![CDATA[participação política]]></kwd>
<kwd lng="pt"><![CDATA[análise do discurso]]></kwd>
<kwd lng="en"><![CDATA[advertising communication]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[craft breweries]]></kwd>
<kwd lng="en"><![CDATA[political participation]]></kwd>
<kwd lng="en"><![CDATA[discourse analysis]]></kwd>
</kwd-group>
</article-meta>
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