THE THE NOMENCLATURES IN ADVERTISING AND PROPAGANDA:

CONSENSUSES, DIVERGENCES, AND IMPACTS ON PROFESSIONAL PRACTICE IN RIBEIRÃO PRETO

Abstract

The research investigates the existence of consensus and divergences in the nomenclature used by Advertising professionals in Ribeirão Preto, analyzing the impacts of these variations on market practice. Terms such as “Advertising” and “Propaganda,” “Creative” and “Art Direction” do not always have unequivocal definitions, which may affect agencies’ organizational structures, communication among professionals, and academic training. Using a qualitative approach, the study employed interviews and document analysis, seeking to understand whether terminological standardization is necessary or whether conceptual diversity reflects the sector’s flexibility. The interviewees were recruited based on their experience in the advertising market of Ribeirão Preto, and the interviews were discontinued through the saturation method. It is therefore concluded that the terminological complexity of the field should be understood as an integral part of professional practice, not requiring absolute standardization, but rather the establishment of clear understandings and alignments between clients and partners, as well as valuing adjacent processes.

Key-Words: Advertising Nomenclatures, Nomenclature Divergences, Advertising Terminologies, Content Analysis, Areas of Advertising.