SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns

Detalhes bibliográficos
Autor(a) principal: Santaella, Lucia
Data de Publicação: 2021
Outros Autores: Perez Rodrigues, Maria Clotilde, Pompeu, Bruno
Tipo de documento: Artigo
Idioma: por
Título da fonte: E-Compós
Texto Completo: https://www.e-compos.org.br/e-compos/article/view/2128
Resumo: The objective of this text is to understand the concept of “cause”, its effectiveness as brand positioning and the effects generated for the citizen-consumer. To do so, we sought the theory of causality in C. Peirce, in which the author brings his triadic view on the concept: chance, efficient causation and final causation, also called purpose. Approaching this theoretical conception of the possibilities of interpretants generated, the objective of cause campaigns, we get to the effects of sensitization, engagement and consciousness. Through the analysis of cause advertising campaigns, we understand that genuine semiosis is not possible, but that the effects of meaning occur at the level of sensitivities and at the countless ways of the social engagement of the consumers.
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spelling SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaignsSEMIOTICA DE CAUSA EN LAS RELACIONES DE CONSUMIDOR: Los enlaces de significado entre casualidad, causalidad eficiente y propósito en campañas publicitariasSemiótica da causa nas relações de consumo: Os vínculos de sentido entre acaso, causação eficiente e propósito em campanhas publicitáriasCausa. Consumo. Semiótica. Marca. Publicidade.Causa. Consumo. Semiótica. Marca. Publicidad.Cause. Consumption. Semiotics. Brand. Advertising.The objective of this text is to understand the concept of “cause”, its effectiveness as brand positioning and the effects generated for the citizen-consumer. To do so, we sought the theory of causality in C. Peirce, in which the author brings his triadic view on the concept: chance, efficient causation and final causation, also called purpose. Approaching this theoretical conception of the possibilities of interpretants generated, the objective of cause campaigns, we get to the effects of sensitization, engagement and consciousness. Through the analysis of cause advertising campaigns, we understand that genuine semiosis is not possible, but that the effects of meaning occur at the level of sensitivities and at the countless ways of the social engagement of the consumers.El objetivo de este texto es comprender el concepto de "causa", su efectividad como posicionamiento de las marcas y los efectos generados para el ciudadano-consumidor. Para hacerlo, buscamos la teoría de la causalidad en C. Peirce, en la cual el autor aporta su visión triádica sobre el concepto: casualidad, causalidad eficiente y causalidad final, también llamada propósito. Al acercarnos a esta concepción teórica de las posibilidades de los interpretantes generados, objetivo de las campañas de causa, llegamos a los efectos de sensibilización, compromiso y conciencia. A través del análisis de campañas publicitarias de causa, entendemos que la semiosis genuina no es posible, pero que los efectos del sentido se producen a nivel de sensibilidades y de las innumerables formas de hacer posible el compromiso social.O objetivo do artigo é entender o conceito de “causa”, sua efetividade como posicionamento de marcas e os efeitos gerados para o cidadão-consumidor. Buscou-se a teoria da causalidade em C. Peirce, em que o autor traz sua visão triádica sobre o conceito: o acaso, a causação eficiente e a causação final, também chamada de propósito. Aproximando esta concepção teórica das possibilidades de interpretantes gerados, objetivo das campanhas de causa, chegamos aos efeitos de sentido de sensibilização, engajamento e consciência. Por meio da análise de campanhas publicitárias de causa, compreendemos que a semiose genuína não é possível, mas que os efeitos de sentido se dão no nível das sensibilidades e da viabilização para o engajamento social dos consumidores.ABEC2021-07-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.e-compos.org.br/e-compos/article/view/212810.30962/ec.2128E-Compós; Vol. 24 (2021): E-compós 2021E-Compós; Vol. 24 (2021): E-compós 2021E-Compós; v. 24 (2021): E-compós 20211808-2599reponame:E-Compósinstname:Associação Nacional dos Programas de Pós-Graduação em Comunicaçãoinstacron:ANPPCporhttps://www.e-compos.org.br/e-compos/article/view/2128/2009Copyright (c) 2020 Lucia Santaella, Maria Clotilde Perez Rodrigues, Bruno Pompeuhttps://creativecommons.org/licenses/by-nd/4.0info:eu-repo/semantics/openAccessSantaella, LuciaPerez Rodrigues, Maria ClotildePompeu, Bruno2021-12-22T18:04:19Zoai:ojs.www.e-compos.org.br:article/2128Revistahttps://www.e-compos.org.br/e-compos/PUBhttps://www.e-compos.org.br/e-compos/oairevistaecompos@gmail.com1808-25991808-2599opendoar:2021-12-22T18:04:19E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicaçãofalse
dc.title.none.fl_str_mv SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
SEMIOTICA DE CAUSA EN LAS RELACIONES DE CONSUMIDOR: Los enlaces de significado entre casualidad, causalidad eficiente y propósito en campañas publicitarias
Semiótica da causa nas relações de consumo: Os vínculos de sentido entre acaso, causação eficiente e propósito em campanhas publicitárias
title SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
spellingShingle SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
Santaella, Lucia
Causa. Consumo. Semiótica. Marca. Publicidade.
Causa. Consumo. Semiótica. Marca. Publicidad.
Cause. Consumption. Semiotics. Brand. Advertising.
title_short SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
title_full SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
title_fullStr SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
title_full_unstemmed SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
title_sort SEMIOTICS OF CAUSE IN CONSUMER RELATIONS: The links of meaning between chance, efficient causation and purpose in advertising campaigns
author Santaella, Lucia
author_facet Santaella, Lucia
Perez Rodrigues, Maria Clotilde
Pompeu, Bruno
author_role author
author2 Perez Rodrigues, Maria Clotilde
Pompeu, Bruno
author2_role author
author
dc.contributor.author.fl_str_mv Santaella, Lucia
Perez Rodrigues, Maria Clotilde
Pompeu, Bruno
dc.subject.por.fl_str_mv Causa. Consumo. Semiótica. Marca. Publicidade.
Causa. Consumo. Semiótica. Marca. Publicidad.
Cause. Consumption. Semiotics. Brand. Advertising.
topic Causa. Consumo. Semiótica. Marca. Publicidade.
Causa. Consumo. Semiótica. Marca. Publicidad.
Cause. Consumption. Semiotics. Brand. Advertising.
description The objective of this text is to understand the concept of “cause”, its effectiveness as brand positioning and the effects generated for the citizen-consumer. To do so, we sought the theory of causality in C. Peirce, in which the author brings his triadic view on the concept: chance, efficient causation and final causation, also called purpose. Approaching this theoretical conception of the possibilities of interpretants generated, the objective of cause campaigns, we get to the effects of sensitization, engagement and consciousness. Through the analysis of cause advertising campaigns, we understand that genuine semiosis is not possible, but that the effects of meaning occur at the level of sensitivities and at the countless ways of the social engagement of the consumers.
publishDate 2021
dc.date.none.fl_str_mv 2021-07-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/2128
10.30962/ec.2128
url https://www.e-compos.org.br/e-compos/article/view/2128
identifier_str_mv 10.30962/ec.2128
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.e-compos.org.br/e-compos/article/view/2128/2009
dc.rights.driver.fl_str_mv Copyright (c) 2020 Lucia Santaella, Maria Clotilde Perez Rodrigues, Bruno Pompeu
https://creativecommons.org/licenses/by-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Lucia Santaella, Maria Clotilde Perez Rodrigues, Bruno Pompeu
https://creativecommons.org/licenses/by-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ABEC
publisher.none.fl_str_mv ABEC
dc.source.none.fl_str_mv E-Compós; Vol. 24 (2021): E-compós 2021
E-Compós; Vol. 24 (2021): E-compós 2021
E-Compós; v. 24 (2021): E-compós 2021
1808-2599
reponame:E-Compós
instname:Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron:ANPPC
instname_str Associação Nacional dos Programas de Pós-Graduação em Comunicação
instacron_str ANPPC
institution ANPPC
reponame_str E-Compós
collection E-Compós
repository.name.fl_str_mv E-Compós - Associação Nacional dos Programas de Pós-Graduação em Comunicação
repository.mail.fl_str_mv revistaecompos@gmail.com
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