Advertising in Brazil: professional identities and work organization in the agencies

Abstract

This paper intends to make an interpretation of the world of advertising and professional identities it traded through the theory of collective action of Howard Becker. The objective is to think about the various functions and corporate denominations elaborated within an advertising agency in Brazil. The cooperative ties and conventions networks established in the field were decisive for the recognition of the profession and for the materialization of this specific type of communication. Social actors and their actions are crucial parts of the production of knowledge and the construction of cultural identities in a particular social system. It is possible to understand the speech that advertising deposited in the culture, analyzing the result of joint and coordinated action of professional identities whose assistance is necessary so that the work is done.