"Argentinos bien Argentinos": o estrangeiro na pe a publicitária do jornal "Olé"

The context of this paper is the issue of stranger, or the otherness in advertising. Aiming to ascertain how this issue can be engendered in the advertising and assess how far this movement can contribute to dialogue with the stranger who inhabit in us and to put on people in communion, as Maffesoli propose. We selected an argentine advertisement, which includes the brazilian and argentine nationalities that will be analyzed in the light of Peircean semiotics, analyse also permeated by ideas of Kristeva. This reflection can be relevant because it sheds light on the matter of living with others, essential nowadays, in a global context marked by successive and intense conflicts with strangers.