A sensibilidade inteligível do chocolate: uma análise do fazer estésico apreendido, cultivado e comunicado

• Ano de defesa: 2009
• Autor(a) principal: Jesus, Silvia Regina de
• Orientador(a): Oliveira, Ana Claudia Mei Alves de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Midiatizações (embalagens, filmes, ações de marketing); Gosto; Estesia; Analise do discurso; Chocolate; Chocolate > Embalagens; Paladar; Semiotica
• Palavras-chave em Inglês: Discursive semiotic; Mediatizations (packings, films, marketing actions); Taste; Esthesia
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5276

Examining a specific cutting of the fine chocolate industry communications, and the esthesics and etologics expressions of their productions, this research analyzes which are and how they are explored, in packings and institutionalized appearances, the sense effects manifested in the taste by the chocolate. Purpose to show how they pronounce the taste (capacity of appreciative apprehension) constructions and flavor (the sensation of the palate) of the product in the consensus of the fine chocolaterie, being attempted for as the taste of the chocolate is cultivated and been celebrated by their amateurs. For that, the research concentrates on the media analysis starting from the apprehension of the taste in their intelligible and sensitive possibilities, through the discursive semiotics of A. J. Greimas, enlarged by the sociossemiotics studies of E. Landowski and A. C. de Oliveira, as well as for the plastic semiotics of J.-M. Floch for the analyzes of the aesthetic arrangement of the construction of products packings and visibilities given to the chocolate through the plastic articulation.among the materics, eidetics, chromatics and topologics expression formers. Besides, it interprets the informative capacity of a chocolate's planned production, starting from the apprehension the sincretism of sensorial orders, unfolded by the presences of the other, traveling that to do intelective of the taste and of the flavor. This investigation intends, therefore, to contribute with the sociossemiotics studies of the taste, resells estesics possibilities in the media communications, thinking the dimensions cognitive, sensitive and pathemics that produce sense, and, with that, to discuss the pattems of development at the fine chocolate industry, in a moment of big attention in Brazil, that retakes their cocoa productions to this market, with an analysis comunicacional and semiotics on the sense effects promoted by the product classified as pure