2014-02-032014-02-031998-06-30NOGUEIRA, L; BELÉM JÚNIOR, l. Merchandising social na telenovela brasileira. Comunucação & Informação, Goiânia, GO, v. 1, n. 1, p. 114-119, jan./jun. 1998. Disponível em:<http://www.revistas.ufg.br/index.php/ci/article/view/22751/13539>.1415- 5842http://repositorio.bc.ufg.br/handle/ri/1614v. 1, n. 1, p. 114-119, jan./jun. 1998.Beginning in the late 1980's a new kind of propaganda campaign sprung up in brazilian television: social merchandising. Because of the lack of interest of the government, television soap-operas began to incorporate with-in the plot of the story campaigns of public intevest. The soap-opera "Explode coração" for example dedicated a systematic campaign for lost children.pt-BRMerchandisingTelevisão brasileiraTelenovelaPropaganda políticaArticle