Produção de sentido no território de uma vitrine de dermocosmético em Vitória/ES
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Data
2025-03-13
Autores
Peixoto, Melissa Barbosa
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Universidade Federal do Espírito Santo
Resumo
The objective of this research is to identify, record and analyze the production of meaning in the advertising discourse used in the window of a dermocosmetics brand in the Praia do Canto neighborhood of Vitória, capital of the state of Espírito Santo, the Adcos store. In a social context of image appreciation and the constant search for youth and beauty, the number of cosmetics and dermocosmetics brands is growing. The increased use of digital social networks in people's daily lives generates more exposure and reinforces the importance people give to personal image. And it is within this context that brands in the dermocosmetics segment are launching more and more products, with promises of beauty and youth, and they need to display and advertise them so that they become objects of desire, so that they are consumed and achieve success in marketing strategies. Thus, the role of shop windows began to be highlighted and valued as an option for display, becoming one of the most valuable square meters of the points of sale of dermocosmetics stores. In them, it is possible to find signs of a discourse focused on persuasion, enchantment, attracting passers-by and promises. Shop windows have become increasingly elaborate texts, forming part of the urban space and acquiring meaning with it. They are part of the architecture and can even contain the identification of the neighborhoods and cities where they are located, repelling or repelling passers-by depending on the level of dialogue they establish with passers-by, in the territory in which they are located. They are spaces that impact and are impacted by the territory. The discourse analysis of the window display of a dermocosmetics store in Praia do Canto will be carried out based on the theoretical methodological framework of semiotics, investigating how the chosen brand develops its discourse for the window display environment in order to transmit and make believe through the contributions of the semiotics. For the theoretical basis on the window display, we used Sylvia Demetresco (2005). For the analysis of the plastic structure, we used Ana Claudia de Oliveira (2004). For the discursive semiotics, we used Diana Luz Pessoa de Barros (2010). And for an axiology of consumption, we used Jean Marie Flosch (1989). The analysis led to an understanding of an elementary discourse with a restricted set of figures, themes and plastic arrangement, but which, at the same time, builds the brand's identity.
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Palavras-chave
Vitrine , Semiótica , Território