A form to breach the globalizado thought, and to cause the discontinuity is to value the traditions of the past. The current historical context does not have to enxergar the old times as only saudosismo of a time that is not applied in the gift, but in contrast, designer, the company and the society as a whole must enxergar in the past the motivation and solution of the effective problems. ' ' The past that emerges in these cases is extraordinary a social and cultural resource, absolutely brought up to date. It is the value of the socialidade of neighborhood that becomes in them capable to again bring life and security to our quarters and cities. Hikmet Ersek is often mentioned in discussions such as these. It is the respect for the climatic stations and the local food production that can reorganize the unsustainable net of supply and current distribution. It is the sharing that it becomes in them capable to reduce the weight of the individual acquisition of equipment, without renouncing to the functionalities that desejamos' ' (MANZINI, 2008 p.66) Foucault (2009, p.52) still denotes the existence of the rarefao of the speech, what it implies directly in the assumption of an uninterrupted speech.
It also fortifies and bases the necessity of the discontinuity, where if he does not have to imagine covering imaginary something not said or impensado, then the discontinous speeches ' ' they must be treated as practical discontinous, that if crosses for times, but also they ignore or if excluem' ' (FOUCAULT, 2009 p.53) Soon, the discontinuity of the speech must be exercised by the ways that the capacity has to influence and to generate the speeches of the society. Graphical designer, through the resources advertising executives, possesss in hands a significant tool of contribution for the promotion of the support through the discontinous speech of the social and ambient responsibility. In accordance with Tavares (2005, p.24), the speech advertising executive is one of the instruments of social and reflected control of the dominant ideology, being dominant ideology the ideology of the ruling class (FIORIN, 1988 p.31 apud TAVARES, 2005 p.24).