Brand “NIKE”, its signs and arguments: a study of applied semiotic
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2016 |
| Outros Autores: | , , , |
| Tipo de documento: | Artigo |
| Idioma: | por |
| Título da fonte: | Motrivivência (Florianópolis) |
| Texto Completo: | https://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p14 |
Resumo: | This study elected as its research object the logo of the call sporting products company Nike; as regards to the Greek goodness Nice: diva of the victory. Based on Peirce's semiotics, our aim to identify and understand the perceptive and historical foundations responsible for sustaining the said logo as a sign capable of representing the company in their business purposes. We aim to demonstrate that the selection of logo for the company's founders follows a line of argument focused on building of semiotic links - perceptive and historical - between the brand, its products and the behavior of their consumers. The logo implies a dedicated language for the possibility of a communicative link between the product and the subjectivity of its consumer; so that the first former becomes logically part of thoughts and behaviors of the second. |
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Brand “NIKE”, its signs and arguments: a study of applied semioticLa marca “NIKE", sus signos y argumentos: un estudio de semiótica aplicadaA marca "NIKE", seus signos e argumentos: um estudo de semiótica aplicadaThis study elected as its research object the logo of the call sporting products company Nike; as regards to the Greek goodness Nice: diva of the victory. Based on Peirce's semiotics, our aim to identify and understand the perceptive and historical foundations responsible for sustaining the said logo as a sign capable of representing the company in their business purposes. We aim to demonstrate that the selection of logo for the company's founders follows a line of argument focused on building of semiotic links - perceptive and historical - between the brand, its products and the behavior of their consumers. The logo implies a dedicated language for the possibility of a communicative link between the product and the subjectivity of its consumer; so that the first former becomes logically part of thoughts and behaviors of the second.En este estudio se eligió como objeto de investigación el logotipo de la empresa de artículos deportivos, Nike; que hace referencia al diosa griega de Nice: diva de la victoria. Sobre la base de la semiótica de Peirce, nuestro objetivo fue identificar y comprender los fundamentos perceptivos e históricos responsables por sostener el logotipo como un signo susceptible de representación de la empresa en sus propósitos de negocios. Se demuestra que la elección del logo por los fundadores de la compañía sigue una línea de argumentación dirigida a la consecución de enlaces semióticos - perceptivas e históricos - entre la marca, sus productos y el comportamiento de sus consumidores. El logo implica por lo tanto un lenguaje específico para la posibilidad de un enlace de comunicación entre el producto y la subjetividad de su consumidor; por lo que el primero se convierte lógicamente parte de pensamientos y comportamientos de la segunda.Resultado de uma pesquisa que abordou a semiótica como diretriz teórico-metodológica para compreensão da atuação da marca esportiva Nike em meio à sociedade e suas implicações subjetivas. Levando em conta o aspecto histórico e contemporâneo, buscando identificar os pontos que tornam a referida marca comercial relevante e representativa em meio a indivíduos e grupos sociais. O intuito foi investigar como os argumentos foram construídos, de modo a sustentar uma relação de seus produtos com a figura subentendida da deusa grega Nice. Considerando uma fenomenologia da experiência dos interpretantes, identificamos quais signos são atuantes e responsáveis por comporem essa articulação semiótica de representatividade.Universidade Federal de Santa Catarina2016-05-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p1410.5007/2175-8042.2016v28n47p14Motrivivência; v. 28 n. 47 (2016); 14-302175-80420103-4111reponame:Motrivivência (Florianópolis)instname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p14/31816Copyright (c) 2016 Motrivivênciainfo:eu-repo/semantics/openAccessSouza, Vinícius dos SantosZoboli, Fabioda Silva, Renato IzidoroCorreia, Elder SilvaSantos, Tiago de Brito Ferreira2018-08-27T14:51:31Zoai:periodicos.ufsc.br:article/38218Revistahttp://www.periodicos.ufsc.br/index.php/motrivivenciaPUBhttps://periodicos.ufsc.br/index.php/motrivivencia/oai||giovani.pires@ufsc.br2175-80420103-4111opendoar:2018-08-27T14:51:31Motrivivência (Florianópolis) - Universidade Federal de Santa Catarina (UFSC)false |
| dc.title.none.fl_str_mv |
Brand “NIKE”, its signs and arguments: a study of applied semiotic La marca “NIKE", sus signos y argumentos: un estudio de semiótica aplicada A marca "NIKE", seus signos e argumentos: um estudo de semiótica aplicada |
| title |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| spellingShingle |
Brand “NIKE”, its signs and arguments: a study of applied semiotic Souza, Vinícius dos Santos |
| title_short |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| title_full |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| title_fullStr |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| title_full_unstemmed |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| title_sort |
Brand “NIKE”, its signs and arguments: a study of applied semiotic |
| author |
Souza, Vinícius dos Santos |
| author_facet |
Souza, Vinícius dos Santos Zoboli, Fabio da Silva, Renato Izidoro Correia, Elder Silva Santos, Tiago de Brito Ferreira |
| author_role |
author |
| author2 |
Zoboli, Fabio da Silva, Renato Izidoro Correia, Elder Silva Santos, Tiago de Brito Ferreira |
| author2_role |
author author author author |
| dc.contributor.author.fl_str_mv |
Souza, Vinícius dos Santos Zoboli, Fabio da Silva, Renato Izidoro Correia, Elder Silva Santos, Tiago de Brito Ferreira |
| description |
This study elected as its research object the logo of the call sporting products company Nike; as regards to the Greek goodness Nice: diva of the victory. Based on Peirce's semiotics, our aim to identify and understand the perceptive and historical foundations responsible for sustaining the said logo as a sign capable of representing the company in their business purposes. We aim to demonstrate that the selection of logo for the company's founders follows a line of argument focused on building of semiotic links - perceptive and historical - between the brand, its products and the behavior of their consumers. The logo implies a dedicated language for the possibility of a communicative link between the product and the subjectivity of its consumer; so that the first former becomes logically part of thoughts and behaviors of the second. |
| publishDate |
2016 |
| dc.date.none.fl_str_mv |
2016-05-25 |
| dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| format |
article |
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publishedVersion |
| dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p14 10.5007/2175-8042.2016v28n47p14 |
| url |
https://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p14 |
| identifier_str_mv |
10.5007/2175-8042.2016v28n47p14 |
| dc.language.iso.fl_str_mv |
por |
| language |
por |
| dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/motrivivencia/article/view/2175-8042.2016v28n47p14/31816 |
| dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Motrivivência info:eu-repo/semantics/openAccess |
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Copyright (c) 2016 Motrivivência |
| eu_rights_str_mv |
openAccess |
| dc.format.none.fl_str_mv |
application/pdf |
| dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
| publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
| dc.source.none.fl_str_mv |
Motrivivência; v. 28 n. 47 (2016); 14-30 2175-8042 0103-4111 reponame:Motrivivência (Florianópolis) instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
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Universidade Federal de Santa Catarina (UFSC) |
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UFSC |
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UFSC |
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Motrivivência (Florianópolis) |
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Motrivivência (Florianópolis) |
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Motrivivência (Florianópolis) - Universidade Federal de Santa Catarina (UFSC) |
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||giovani.pires@ufsc.br |
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