A PRESENÇA DO ARGUMENTO ECOLÓGICO EM ANÚNCIOS PUBLICITÁRIOS EM TRÊS REVISTAS DE CIRCULAÇÃO NACIONAL.

Society has been looking for the industrialization process followed by an economic progress. In this search, the environmental resources have been used as unlimited. The consumer who\ud claims social justice and environmental sustainability is making a conscientious consumption. One of the ways in which one person may have access to the corporation actions is through the green marketing. Thus, in this paper, we have aimed to verify if ecological appeals are present in some advertisements. We analyzed three magazines: ÉPOCA, from Globo publishing house; Isto É, from Três publishing house and Veja, from Abril publishing house and we found 142 advertisements. Transport was the class which presented the greatest ecological appeals, 58,82%, because of the Brazilian Institute of Environment and Renewable\ud Natural Resources label, a legal obligation - Resolução CONAMA Nº 18, de 6 de maio de 1986. Our results may help companies to have better product-consumer relationship and higher social and environmental value. \u