Resumo

MEJIA GIRALDO, JUAN FELIPE. From persuasion to relationship: convincing advertising its communicative purpose. Signo pensam. [online]. 2011, vol.30, n.59, pp.78-91. ISSN 0120-4823.

Advertising, as a marketing tool, has used the word persuasion to define its own importance, highlighting it as a key factor to determinate a purchase choice. Persuasion has served, also, to sentence advertising as manipulative tool of consumerism and creating needs, accusations that have discredited its communicative function. Thus, due to the search of marketing to establish valuable relationships with consumers, and to the new modes of business-society relationship, the essence to set this discipline must start by defining that its goal is not to persuade a consumer to choose one product over another, but to make connections between brands and their consumers through dialogue relations.

Palavras-chave : advertising; persuasion; communication; consumer; relationship; Company and society; Advertising; Persuasión (Psychology).

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