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As musicas do genero funk ostentacao vem ganhando destaque na midia brasileira. Suas letras carregam os nomes de diversas marcas de grifes nacionais e internacionais, e direcionam para o consumo dessas marcas globalizadas com o intuito de vender um estilo de vida e normas de comportamento para nossa sociedade contemporânea. O genero musical da ostentacao, portanto, e o foco do estudo. Analisa-se o discurso pronunciado em duas letras de musicas. Em uma delas – Nos de nave – fica evidenciada a falsa promessa de inclusao social. Incentiva-se o consumo desenfreado de produtos de luxo pelo publico-alvo para o qual esse nicho musical e voltado: a juventude. Seu mote e a ideia de que a desigualdade social pode ser amenizada quando adquiridos os produtos de luxo das marcas famosas. Ja a outra letra – intitulada Resposta ao funk ostentacao –, de autoria de Edu Krieger, ganha destaque justamente por recriminar, a cada verso, a alusao a cultura do consumo por meio da ostentacao do luxo e abordar seus impactos na cultura e na identidade juvenil. Palavras-chaves: Funk ostentacao. Consumo. Marcas de luxo.  Inclusao social. ABSTRACT The songs of the genre funk ostentation have been gaining prominence in the Brazilian media. His lyrics carry statements of several brands of national and international brands, which govern to a consumption of globalized brands with the intention of selling a lifestyle or way of being in our contemporary society. The ostentation genre will be the focus of study, in which it will analyze the speeches pronounced in two letters of songs of the genre. One of the lyrics is evidenced a "false promise" of social inclusion, when they encourage an unbridled consumption of luxury products, especially to the target audience where the musical rhythms are directed. The other lyrics are highlighted in this study, titled "Response to funk ostentation" by Edu Krieger, in which he reproaches each verse of his song for an allusion to a culture of consumption through the ostentation of luxury, and the Impacts on youth culture and identity by encouraging the consumption of luxury brands as a form of social status and guaranteeing a false social inclusion. The song lyrics for Mc Boy do Chame gain musical intonation when he recounts in his verses that social inequality can be achieved when he boasts the power of money in the conquest of luxury products / brands and famous brands. Keywords: Ostentation funk. Consumism. Luxury brands. Social inclusion.

FUNK OSTENTAÇÃO: DO INCENTIVO AO CONSUMO DE MARCAS DE LUXO ÀS FALSAS PROMESSAS DE INCLUSÃO E STATUS SOCIAL