Contemporary advertising and Peircean semiotics: A methodological proposal.

POMPEU, BRUNO; KOITI SATO, SILVIO

This study aims to show that Charles Sanders Peirce's semiotics can contribute to a broader and less superficial understanding of the currently produced advertising, deeming it a language modality that uninterruptedly permeates life and the world. We understand that Peirce's theoretical-methodological legacy grows nowadays to reflect and analyze the transformations that advertising communication undergoes in contemporary times both in its expressive plan and in its deeper logics. For this, we propose an advertising semiotics analysis methodology that goes beyond scrutinizing constituent elements of a specific piece, incorporating the ever-expanding referentiality of advertising and its ever-surprising power to generate meanings.

PEIRCE, Charles S. (Charles Sanders), 1839-1914; SEMIOTICS; ADVERTISING; LOGIC

MATRIZes, 2024, Vol 18, Issue 1, p145

1982-2073

Academic Journal

10.11606/issn.1982-8160.v18i1p145-170