Mídia exterior: a produção de efeitos de sentido

• Ano de defesa: 2005
• Autor(a) principal: Rodrigues, Agustin Perez
• Orientador(a): Bairon, Sérgio
• Tipo de documento: Tese
• 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: mídia exterior; Marketing; Semiótica; Publicidade ao ar livre
• Palavras-chave em Inglês: External media; Marketing; Semiotic
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4457

ABSTRACT The central point of this research focuses semiotically the external media, through extracted concepts of Charles Peirce s General Theory of Signs. The research tries to contemplate paths to facilitate the understanding of the talkative potential, the analysis of advertising pieces of external media in the use of the urban space and the consequent benefit on the integration of the people routine, the simplification of the language, principally in its verbal aspect, and in the evolution of the technical means and materials used in the production of the pieces of external media to facilitate a good visualization, under the studies and forms of a Peircean interpretation. The semiotic theory allows us to penetrate in the own inner movement of the messages, on how they are engendered, in the procedures and resources used to them, also allowing not just to capture their reference vectors in a closest context, as well as in an spread context, because in every process of signs there are marks left by the history, on the level of development of the economic productive forces, by the technique, and by whom produces them. Santaella (2002:5) affirms: Facing to that potential, there is not anything more natural, therefore, that to look for, considering the definitions and abstract classifications of signs, the beginning-guides to an analysis method to be applied to existent processes of signs and to the messages that they transmit.