| Sumario: | Due to the relevance that brands acquire in the contemporary context, various ways of questioning or at least putting into discussion the actions of these and the companies they represent have emerged in the media. Literature stands out as one of such manifestations, addressing from different perspectives the various facets, operations and scope of representative signs, and their effects in the contemporary context; aiming at this presentation, to focus on showing the results derived from the research project already completed on this type of writing. The texts criticizing brands therefore become an argument against the neoliberal economic system, attacking its actions and effects from different perspectives or intentions. This allowed, through the methodological development of the research, the construction of four categories of analysis: unfair competition, illegal activities, irrationality in consumption and production, and the generation of a fictional capitalism. The emergence of such a categorical system raises the way in which individuals attack or question the world socioeconomic structure through a critical action on the role that distinctive signs play in it. Therefore, it became possible to understand how trademarks are used by such texts as visible targets that allow literature to attack, not only neoliberalism, but also its effects in the global context.
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