PRODUCTION OF MEANING IN THE TERRITORY OF A DERMOCOSMETIC SHOWCASE IN VITÓRIA/ES
Name: MELISSA BARBOSA PEIXOTO
Publication date: 13/03/2025
Examining board:
Name |
Role |
|---|---|
| FLAVIA MAYER DOS SANTOS SOUZA | Presidente |
| ROSANE VASCONCELOS ZANOTTI | Examinador Interno |
| VALDENISE LEZIÉR MARTYNIUK | Examinador Externo |
Summary: 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.
