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Abstract The objective of this paper is to explore the imitative advertising in the consumerist context. The imitative advertising expresses itself by similarity between contents presented for an original ad and its imitator. Therefore, it’s presented an exploratory study that uses bibliographical research in order to construct concepts and theoretical models linked to imitative advertising and consumer, besides interviews about the theme with four experts. The results shows that imitative advertising may generate impacts as to confuse the consumer, to harm consumer decisions about advertisers, their brands and products. Consequently, the laws and norms about the theme in Brazil could be improved. Downloads Download data is not yet available. Author Biography Gino Giacomini-Filho, Escola de Comunicações e Artes da Universidade de São Paulo Programa de Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul Doutor e livre-docente pela ECA/USP; Professor da ECA/Universidade de São Paulo e do PPGCom/Universidade Municipal de São Caetano do Sul (USCS) References AAKER, David A. Brand Equity: gerenciando o valor da marca. São Paulo: Negócios, 1998.

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