| Sumario: | Objective: to analyze the relation between the rhetorical discourse of the advertising communication of bottled water brands and the construction of imaginary in young people between the 20 and 25 years of age of the city of Medellín. Methodology: Qualitative ethnographic-hermeneutic research, conducted between April 2012 and January 2013. 20 young were interviewed and four television spots from the top 4 Colombian brands were analyzed. Results: Conception of water as a natural resource, the construction of imagery around bottled water and the rhetorical discourse of watermarks in its advertising communication that feeds, reinforces and recreates these imaginary, thus configuring a characterization of consumers associated with brands. Conclusions: Advertising uses elements already registered in social references, such as imaginary ones, to construct all its persuasive discourse, becoming a round-trip effect, while it is in charge of reinforcing these imaginaries, generating associations between a Natural resource and cultural construction.
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