A semiotic analysis on the power of advertising in propelling social change. Tools and strategies used by brands through advertising to propel social change

• Autor(a) principal: Tamen, Carolina Carmona Antunes dos Santos
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/42451
• topic: Advertising; Brand communication; Design Activism; Sociocultural studies; Semiotics

The present study focuses on the relationship between advertising and social change from a semiotic point of view, more specifically, trying to understand the tools and strategies used by brands in the past to send their messages, change the world, as well as improve their market share. Santaella and Nöth’s (2010) research mix, used to analyze advertising from a semiotic point of view, founded on the philosophical principles defined by Charles Sanders Peirce, will serve as the basis for the methodology. In order to reach the objectives of the research, the analysis focuses on a case study approach. This study is meant to serve as a roadmap for all designers and advertisers, find their place and see how they can design for a better tomorrow (for the well as the brands they represent). As more people pay more attention to th brand brings than the product they sell, the study of the tools and strategies successfully by brands to build meaningful connections with their audience essential for prosperous advertising and brand strategies.