Cultural Identities and Consumer Goods Notes on the Classificatory Vocation of Advertising
Bruna Aucar, Everardo Rocha

Abstract
This work discusses advertising narratives as important classificatory operators in modern-contemporary culture. Classification practices are central in defining the organization of diverse societies. Advertising, as a classification system, promotes meaningful bonds between individuals and consumer goods that shape identities dislocated from tradition and establish new parameters for social exchange. Media messages amplify ads and turn consumption into a phenomenon that not only defines the meaning of goods, butarranges our social identities and tangible experiences.

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