Advertising, media and consumption: an interaction beyond Senses

Abstract

The advertising world introduces the consumer in an imaginary universe, establishing its proper aesthetic values in search of persuasion, of the way that the behavior of the spectator of the announcements attract attention for an analysis of the sustentation of the desire as appa-ratus to establish the consumption - that it is the bigger objective of the advertising. The semi-otics of the communication, in psychoanalytic source, offers to a perspective of analysis of this question, considering the subjectivity of the citizen as starting point for the understanding of its choices. In this work, we approach elements that are in game of conception of the con-sumption desire, as the structural lack, in the subject, that saved the desire; the Other as de-terminative of this lack; the enjoyment in serving to a speech that dissimulates to have what it goes to fill the lack. The study in it opened them for the understanding of the correspondence between what it is announced and what is desired.