Advertising on the Internet: Natura’s set of identities

Abstract

The article examines the identities’ games in postmodernity, from the analysis of the Natura company advertisings conveyed by its web site and its profile on Twitter. In order to do that, it resorts to the theoretical and methodological Cultural Studies, by operationalization, more specifically, the concept of cultural identity in postmodernity coined by Stuart Hall. The website is configured in Natura’s relationship channel, whose perspective is to establish its brand identity coupled with cultural factors in recognizing their audience, and also inserts in the form of a presumed intimacy, dialogue that postmodern subjects come crashing through Twitter.

Keywords: identity, culture, advertising, internet.