Hertz Wendell de Camargo. PhD in Language Studies by the State University of Londrina (UEL, 2011). MA in Education, Knowledge, Language and Art by the State University of Campinas (UNICAMP, 2006). BA in Advertising by the Methodist University of Piracicaba (UNIMEP, 1996). BA in Journalism from Piracicaba University of Londrina (2010). He is currently a professor who teaches the Advertising and Propaganda, Journalism and Public Relations courses at the Federal University of Paraná (UFPR). Professor of the Postgraduate Program in Communication (Master and Doctorate) at the Federal University of Paraná (PPGCOM-UFPR). Coordinator of SINAPSE - Laboratory of Media, Consumption and Culture of the Advertising and Propaganda course. Coordinates two research projects: 1) Urban Ethnographies - Myths, Consumption and Contemporary Narratives; and 2) Synapses between Myth and Consumer Neuroscience. He is the leader of the research group ECCOS - Studies in Communication, Consumption and Society. Recurring themes of his research are: archeotypology, mythology, image, consumption, storytelling, anthropology of consumption, neuroscience of consumption, imaginary and religious imaginary, Brazilian literature.