This creative essay investigates the use of popular sayings as symbolic and cognitive structures applicable to communication and marketing in contemporary times,within a context marked by informational saturation and the loss of narrative authenticity.Its development is justified by the need to reconnect culture, language, and strategy,reclaiming the ethical and human value of communication. Methodologically, it adopts a qualitative, exploratory, and conceptual approach, grounded in theoretical review and interpretive analysis of popular expressions. The main objective is to develop the Strategic System “Sayings of Power,” reinterpreting proverbs as tactics of positioning and conscious influence. Specifically, it seeks to understand their symbolic function, propose an applicable model, and reflect on their ethical boundaries. It was found that sayings, by integrating emotion, memory, and identity, strengthen communicational coherence and strategic authenticity. It concludes that their ethical and symbolic application can transform marketing into a more human, meaningful, and sustainable practice.
Authors: BRANDÃO, Iraê César;OLIVEIRA, Gustavo Borges de.
DOI: 10.29327/7718143
Publish Year: 2025
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