It does not import the product in itself, its utility, and yes what it means for the society where the white consumer of the propaganda is inserted. The direction that has to acquire a vehicle, for example, that if it inserts in imaginary as the conducting one of freedom or liberator of the solides is to give sensible for ' ' mundo' ' created for the individual in complicity with the collective one that it absorbs the propaganda and it reproduces the same imaginary meanings of the ownership and use of the product. Ruiz (2003, p.59) says that ' ' … by means of the direction, transforming them of insignificant elements into loaded objects of cultural significao. The world of the human being is always a direction of mundo' '. The direction of world is a direction of justification of the social existence, to exist socially, of if feeling partner, being in coherence with the human behavior. According to Ruiz (2003, P.

67): ' ' the direction is always social. It organizes in teias and structures of meanings, in order to establish symbolic sutures that give to coherence to the action humana' '. The propaganda, either commercial or ideological it, if uses of the fear of not being of the human being, and offers false solutions so that it can feel itself being or not being for the adoption of an idea or worked product to exactly create significant images of itself in relation itself and to the other. the being if determines for the consumption, the same to be that it is manufactured by the propaganda that denies the misfortune and the failure, but that it induces the confrontation between what is and oque can be. What ' ' voc' ' she is now and that &#039 could; ' ser' ' , if she is between the felizardos or if she is between the inmates who fail for not daring more, and to consume each time more.

Bibliographical reference SPIDER; MARTINS, Maria Lcia de Arruda, Helena Maria Saucers. Filosofando. 2 edition. So Paulo: Modern, 2002 BAUDRILLARD, Jean. The Society of Consumo. So Paulo: Publishing company Editions 70, 1996 FREU, Sigmund. Beyond the beginning of the pleasure; Psychology of group and other works. Brazilian Standad edition. Volume XVIII. Rio De Janeiro: Imago, 1996 JUNG, Carl Gustav. The arqutipos and unconscious the collective one. 6 edition. Petrpolis: Voices, 2008. MORGENTHAU, H. the politics between the Nations. Brasilia: Funag/IPRI, EdUNB; So Paulo: The Official press of the State, 2003. RUIZ, C.B. The paradoxes of the imaginary one. They are Leopoldo: Editoria Unisinos, 2003. SENNETT, Richard. The culture of the new capitalism. Rio De Janeiro: Record, 2006.