SUSTENTABILIDADE: O QUE PENSAM E O QUE PRATICAM OS PROFISSIONAIS DE COMUNICAÇÃO

Abstract

the business communication is a complexchallenge as to its use for advertising ends. How toaccomplish it in the marketplace of enlarging sales andbusinesses due to the need of alerting the society for therisks that the planet is suffering with the currentconsumption model? As propaganda exercises strongpersuasion power in the relationships between companiesand consumers, this article thinks about the change in theadvertising language, already noticed in campaignsaccomplished in the last years and its potential to become inmarketplace tendency. For so much field research waselaborated with 110 professional marketing andcommunication, in order to confront its thought in relationto the sustainability with the practice noticed in thecampaigns. From 11 aspects of communication we canrealize a massive detachment of perception among thosewho develop and those that require communication projectsfor products and services.Word-key - Business Communication, Marketing, Publicityand Advertisement, Social Responsibility, Sustainability.