Bens e sensibilidades:

consumo, ritual e classificação publicitária

Abstract

This paper discusses advertising narrative as an important classifying operator of the modern contemporary culture. The classification exercise is noticed as a central practice in the organization of different societies. The classificatory vocation of advertising will promote the sensory links among subjects and consumer goods, forging identities disarticulated from the tradition and establishing new parameters for social transit. Media messages ratify ads turning consumption into a phenomenon that, besides defining the meaning of goods, elaborates our social identity and sensory experiences.