Comics and the poetic function in advertising/Historia em quadrinhos e a funcao poetica na publicidade

The relation between advertising and comics goes back to the early 20th century, when comic strips published in newspapers got the attention of a growing number of readers. Following the poetic function of the language, according to the Russian linguist Roman Jakobson, and its use in advertising, this paper intends to categorize the main forms in which comics serve to the needs of publicity campaigns. Through the characteristic elements of the poetic function of the language, advertising can bring useful information and keep itself interesting and profitable.