Abstract
This study explores the general body of texts of the project on research trends in advertising and consumption, based on what has been published in the most qualified national journals in the area of Communication in Brazil. The study is limited to Brazilian journals, as evaluated by the Qualis CAPES stratum A2 (valid until 2018), covering the years from 2006 to 2018. The data collection methodology is inspired by a U.S. study (Kim et al., 2014). The results are systematized in a union of two major axes: 1. Studies of advertising and its corollaries, which deal with both traditional advertising and new formats and 2. Media consumption and the consumption through mediatization of products, brands, services and ideas, as well as observations and comments about certain authors, institutions and trends in this communication subfield. The study not only analyzes the macrocosm of advertising and consumption in the area but discusses its physical, cultural, social and political dimensions as well, exploring the microcosm by mentioning the field’s main authors and the nature of their accomplishments.
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