A indústria da propaganda pede um novo perfil de profissional

摘要

This article brings back, briefly, the incipient appearance and the subsequent development and consolidation of the Brazilian advertising industry, which, nowadays, is experiencing great changes from new and growing professional and market demands. With this reality, some challenges to be faced by the courses of Social Communication, in the Publicity and Advertising major, are presented. These challenges include trying to converge and contemplate, in their pedagogic proposals and in the formulation of the professional's profile, the new demands related to its importance as tool for the construction of brands, to the cultural nature of advertising and to the appearance of new technologies and means of advertising communication.