In today's market, guided by symbolic consumption, brands are channels of self-expression for the identity construction and have a transformative role in society, once they produce and consume meanings located between the culturally constructed world and the consumer. The brand is built collectively by the action of various agents, including advertising, that has in the myth a valuable source for the production of meaning. Based on Barthesian semiology, this interpretive qualitative study sought to answer how the myth played in advertising operates the meaning of Movimento, a brand with symbolic appeal. The research corpus analysis, consisting of print advertising ads, revealed the presence of eight myths that, together, suggest an association between the brand and the metanarrative of sensuality. In the text, we discuss the theoretical reflections on this finding and the implications for marketing academy and practice, as well as directions for future research.
brands; Advertising; Myths; Sensuality; Movimento
