Costa Dias, after serving as literary director at Portugália Editoria, took up the position of advertising director at Latina-Thompson, as did several other intellectuals with links to the left who ended up working in advertising, such as the aforementioned Modesto Navarro, but also Alexandre Cabral and Urbano Tavares Rodrigues. This may seem paradoxical, but it was justified by his skill in using words and their meaning and the resulting alienation of the consumer. At this company, he contributed to the creation of the Portuguese section of the International Advertising Association. When the 25 April 1974 revolution took place, Costa Dias was proposed as a professor at a general assembly at the Faculdade de Letras de Lisboa [School of Arts and Humanities of Lisbon ] , an honour that left him deeply moved. However, due to health problems, he never entered the University, dying of a prolonged illness at the age of 57 at his home in Lisbon on 9 March 1976. Despite the end of the dictatorship, he never had the opportunity to embrace teaching, but his importance to Portuguese culture was evident. He managed to complete and see the publication of his last essay on one of the leading authors of 20th-century Portuguese literature: Literatura e Luta de Classes. Soeiro Pereira Gomes [ Literature and Class Struggle. Soeiro Pereira Gomes ] (1975), in which he once again highlighted the role of ideology in the literary movement known as Neorealism.

Bibliografia ativa: A Crise de Consciência pequeno-burguesa: I - O nacionalismo literário da geração de 90, Lisboa, Portugália Editora, 1962; Discursos sobre a Liberdade de Imprensa, Lisboa, Portugália Editora, 1966; Literatura e Luta de Classes: Soeiro Pereira Gomes , Lisboa, Editorial Estampa, 1975.

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