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

Detalhes bibliográficos
Autor(a) principal: Dias, Alvaro Roberto
Data de Publicação: 2016
Tipo de documento: Artigo
Idioma: por
Título da fonte: Intexto (Porto Alegre)
DOI: 10.19132/1807-8583201637.394-412
Texto Completo: https://seer.ufrgs.br/index.php/intexto/article/view/66497
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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spelling The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brandA aplicação da semiótica discursiva na análise da comunicação publicitária para a divulgação da marcaBranding. Discurso. Publicidade. Semiótica Discursiva.Branding. Speech. Advertising. Semiotics discourse.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.O artigo apresenta como a aplicação da semiótica discursiva pode perceber a utilização da publicidade na divulgação da identidade de uma marca comercial. Desta maneira, é possível verificar como a imagem é construída através dos discursos, impactando diretamente nos projetos da marca (comunicações) através das percepções do público-alvo e de seus diferentes comportamentos, como atitudes, modos de agir e reagir. Para exemplificar, foi analisado o comercial da Apple em homenagem ao Dia das Mães, de 2016. Os aportes teóricos que construíram essa metodologia foram os conceitos de semiótica discursiva de Greimas, o pensamento de Andrea Semprini sobre semiótica discursiva da marca e o de Mark Batey sobre modelo de significado da marca. Concluiu-se que o processo de leitura da marca é resultante dos textos de comunicação, como a publicidade, que se mostrou como uma das ações mais tradicionais.Universidade Federal do Rio Grande do Sul2016-12-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAnáliseapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/6649710.19132/1807-8583201637.394-412Intexto; n. 37, set./dez. 2016; 394-412Intexto; n. 37, set./dez. 2016; 394-412Intexto; n. 37, set./dez. 2016; 394-412Intexto; n. 37, set./dez. 2016; 394-412Intexto; n. 37, set./dez. 2016; 394-4121807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/66497/39646Copyright (c) 2016 Alvaro Roberto Diashttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessDias, Alvaro Roberto2023-11-23T17:21:16Zoai:seer.ufrgs.br:article/66497Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-11-23T17:21:16Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
A aplicação da semiótica discursiva na análise da comunicação publicitária para a divulgação da marca
title The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
spellingShingle The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
Dias, Alvaro Roberto
Branding. Discurso. Publicidade. Semiótica Discursiva.
Branding. Speech. Advertising. Semiotics discourse.
Dias, Alvaro Roberto
Branding. Discurso. Publicidade. Semiótica Discursiva.
Branding. Speech. Advertising. Semiotics discourse.
title_short The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
title_full The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
title_fullStr The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
title_full_unstemmed The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
title_sort The application of discursive semiotics in the analysis of advertising communication for the dissemination of the brand
author Dias, Alvaro Roberto
author_facet Dias, Alvaro Roberto
Dias, Alvaro Roberto
author_role author
dc.contributor.author.fl_str_mv Dias, Alvaro Roberto
dc.subject.por.fl_str_mv Branding. Discurso. Publicidade. Semiótica Discursiva.
Branding. Speech. Advertising. Semiotics discourse.
topic Branding. Discurso. Publicidade. Semiótica Discursiva.
Branding. Speech. Advertising. Semiotics discourse.
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Análise
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/66497
10.19132/1807-8583201637.394-412
url https://seer.ufrgs.br/index.php/intexto/article/view/66497
identifier_str_mv 10.19132/1807-8583201637.394-412
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/66497/39646
dc.rights.driver.fl_str_mv Copyright (c) 2016 Alvaro Roberto Dias
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Alvaro Roberto Dias
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Intexto; n. 37, set./dez. 2016; 394-412
Intexto; n. 37, set./dez. 2016; 394-412
Intexto; n. 37, set./dez. 2016; 394-412
Intexto; n. 37, set./dez. 2016; 394-412
Intexto; n. 37, set./dez. 2016; 394-412
1807-8583
reponame:Intexto (Porto Alegre)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
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reponame_str Intexto (Porto Alegre)
collection Intexto (Porto Alegre)
repository.name.fl_str_mv Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)
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dc.identifier.doi.none.fl_str_mv 10.19132/1807-8583201637.394-412

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