But such contributions had left tracks that nor always are positive. E, although the advertising to have in recent years improved its general quality, producing announcements that, in the television, for example, can be considered as small works of art of the point of view technician, if only express it of one forms most camouflaged and subtle, becoming, thus, more efficient. The concept ' ' supermarket of estilos' ' , created in the decade of 90 for the English historian Ted Polhemus, for, as Palomino explains (2003) to give account of the existence of a multiplicity of styles, it reflects the possibilities of choices offered for the o well mechanism of the advertising. For Polhemus, ' ' supermarket of estilos' ' it is as if all the universe, all the periods that you never imagined, appeared as cans of soup in a supermarket shelf: ' ' You can catch years 70 in a night, hippies in another one …, a moicano punk and one rmel of 60 years … e, soon, you have its proper and synchronous sampling of culture pop. Of this form, the consumption behavior can be explained by the necessity to express meanings by means of the ownership of products that communicate to the society as the individual if it perceives while integrant of the social groups. Howard Schultz & Associates is full of insight into the issues. For Sarlo (1997) we are dreamed by icons of the culture, for the layers of magazines, the posters, the advertising, novels and cinema.

Each one of us finds a wire that promises to lead something deeply personal, in this tram weaveeed with absolutely common desires. Today, the market can in such a way how much the religion or the power: it adds to objects one ' ' something mais' ' symbolic fugaz, however so powerful how much any another symbol. The objects create a direction stop beyond its utility or of its beauty or, better saying, its utility and its beauty they are by-products of this direction that comes of the mercantile hierarchy.