A aplicação da semiótica discursiva na análise da comunicação publicitária para a divulgação da marca

Alvaro Roberto Dias

doi:10.19132/1807-8583201637.394-412

The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand

Authors

Alvaro Roberto Dias Universidade do Vale do Itajaí - UNIVALI

DOI:

https://doi.org/10.19132/1807-8583201637.394-412

Keywords:

Branding. Speech. Advertising. Semiotics discourse.

Abstract

The article presents how the application of discursive semiotics may notice the use of advertising in the disclosure of the identity of a trademark. In this way, it is possible to verify how the image is constructed through the discourses, directly impacting the brand's projects (communications) through the perceptions of the target public and its different behaviors, such as attitudes, ways of acting and reacting. As an example, It was analyzed the Apple commercial in honor of Mother's Day, 2016. The theoretical contributions that have built this methodology were the concepts of discursive semiotics of Greimas, the thought of Andrea Semprini on discursive semiotics of the brand and the Mark Batey on model meaning of the brand. It was concluded that the process of reading mark is the result of communication texts, such as advertising, which proved to be one of the most traditional stock.

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Author Biography

Alvaro Roberto Dias, Universidade do Vale do Itajaí - UNIVALI

Doutor em Mídias do Conhecimento do PPG de Engenharia e Gestão do Conhecimento - EGC/UFSC, com 30 anos de experiência no mercado.

É professor titular da Univali - Universidade do Vale do Itajaí na área de Comunicação, atuando em publicidade, comunicação visual, semiótica e branding.

É coordenador do Laboratório de Identidade e Imagem da Marca.

References

APPLE BRASIL. Criado com iPhone: dia das mães. [S.I.]: 2016. Disponível em: <https://www.youtube.com/watch?v=PEpZotnVRPo>. Acesso em: 28 jul. 2016

BATEY, M. O significado das marcas: como as marcas ganham vida na mente dos consumidores. Rio de Janeiro: Best Business, 2010.

GREIMAS, A. J. Semântica estrutural. São Paulo: Cultrix, 1976.

SEMPRINI, A. A marca pós-moderna: poder e fragilidade da marca na sociedade contemporânea. São Paulo: Estação das Letras e Cores, 2010.

VILLAS-BOAS, A. Identidade e cultura. Rio de Janeiro: 2AB, 2002.

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Published

2016-12-21

How to Cite

Dias, A. R. “The Application of Discursive Semiotics in the Analysis of Advertising Communication for the Dissemination of the Brand”. Intexto, no. 37, Dec. 2016, pp. 394-12, doi:10.19132/1807-8583201637.394-412.

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Issue

n. 37, set./dez. 2016

Section

Articles

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