The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
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...
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2016 |
| País: | Brasil |
| Recursos: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | Intexto (Porto Alegre) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/66497 |
| Acesso em linha: | https://seer.ufrgs.br/index.php/intexto/article/view/66497 |
| Access Level: | acceso abierto |
| Palavra-chave: | Branding. Discurso. Publicidade. Semiótica Discursiva. Branding. Speech. Advertising. Semiotics discourse. |
| Resumo: | 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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