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When purchasing a product or service, the expected benefit of the consumer is not limited to the functional character of the chosen brand, but is also in its intangible characteristics. Thus, it is essential to invest in the promotion of those features particularly valuable to consumers. For building strong brands, marketers and communication need to suggest and encourage consumers to positively evaluate the marks, a process normally driven by advertising, worked in order to take further action to purchase one. Responsible for this function, the advertiser acts as a bricoleur who works the dimensions of cognition and affection to compose messages that lead to the persuasion of the audience. This study aims to understand how meanings are attributed to consumables in accordance with the vision of advertisers. Through an exploratory study, reputable professionals were interviewed and the results indicate that for these, the proper function of advertising is to mean the products. The enquiry also revealed that these professionals have difficulty dealing with marketing management and that the logic of the advertising creative process is guided by an intuitive reason.

Élan Vital: O “Eu do Momento” no Caráter Libertário da Criação Publicitária