Propaganda governamental: os limites da criatividade na construção da mensagem publicitária

Abstract

The objective of this study is to determine the extent of creative autonomy the advertising agencies serving the federal government have when defining advertising messages. Thus, the research provides an overview on the concept and purpose of creativity in advertisement, the historical context of governmental advertisement and the empirical reality, from the perspective of the professionals, concerning the freedom and the limits imposed when creating messages. The latter is sustained by a field research held in Brasília, city where governmental campaigns are created. The findings herein remove some of the academic obscurity concerning the subject and contribute with those who want to work with or know the reality of governmental advertising production, as important as it is for the country’s democracy.