Marketing 5.0: A Publicidade e as Narrativas que Conectam

This article proposes a reflection on the concept of Marketing 5.0 from the analysis of discourses present in advertising narratives. Added to this reflection is a brief literature review on aspects related to the process of discursive analysis and narratives present in an award-winning advertising campaign during the Covid-19 pandemic. Thus, this reflection seeks to understand how the advent of new technologies can be considered by marketing and communication professionals, concomitantly with behavioral and emotional aspects of consumers.