THE FIGURE OF THE HERO AND ITS MYTHS IN MAGAZINE AND OUTDOOR ADVERTISING

Abstract

This work has as objective to inside study, to understand and to identify to the figure of the hero in the advertising and its myths of our society. For this, first, we made a exploratory research to know the definitions and the types of heroes through authors who if had more intensely dedicated and deepened the study on the subject in question: Salt Randazzo (1997), Joseph Campbell (1990) and Feijó (1984). After to understand what it inside represents a hero of our society, we identify as they divide themselves: traditional hero, rebellious hero and anti-hero. After to understand and to know the figure of the hero, also became necessary to know studies carried through for authors who if dedicate to the advertising, the marketing, the social communication, the persuasivos elements and to the media printed, more specifically the reviewed way. Between them: Sat'anna (2002), Kotler (1998), Sampaio (2003), Citelli (2000), Oak (1996) and Brown (1976). To understand better what each hero represents, we analyze in practical the parts advertising executives printed of marks national known as: Bombril, Assolan and Brastemp, among others. The analysis of the selected parts if had given of descriptive form. All are part of the history of the Brazilian advertising and are parts that had made success for its creativity and use of the figure of the hero of intelligent form, obtaining to interact and if to keep alive in the mind of the consumers. Everything this to show that the figure of the hero is part of ours day-by-day, and also as the advertising uses elements, personages, figures and contexts that facilitate in the communication process reaching its objectives and persuading the consumers.