摘要：This article presents an analysis of the packaging of consumer goods, with an understanding that packages are part of routine of an urban subject. This research arose from a questioning on how these packages attribute meaning both to the product and to the consumer in Brazil, considering all the discourses around “environmental responsibility” as part of the discourses on 'environmental education' that, nowadays, are part in the education of the globalized citizen. In this sense, a “communication to the citizen” is produced in the course of the discursive process in which the market establishes itself in the country by establishing the consumer in the citizen. The analysis of these packaging and the environmental education presented in these materials are based on the concept of consumption as a gesture of interpretation (Orlandi, 2001). In this sense, I considered the product, in its packaging and advertising, as an icon of consumption social production which grows and renews itself constantly.
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