APPROPRIATIONS OF ZYGMUNT BAUMAN'S THOUGHT FOR THE ANALYSIS OF CONTEMPORARY ADVERTISING CREATION

From a glimpse into the ideas of the polish philosopher Zygmunt Bauman - more specifically with respect to their conceptualization of Modernity and Post Modernity and the creation of metaphors of the Pilgrim and Tourist - this Article proposes to establish an informal connection between network and ideological delimited format of Advertising Creation aired nowadays. The sticking point in common to both platforms lies on the aspect too predictable, redundant and disposable of a big part of advertisements in the thinkers conception about the volatility and lack of commitment that govern human behavior and social rhetoric today.