A imagem do cheiro: o paradoxo na publicidade de perfume

• Ano de defesa: 2008
• Autor(a) principal: Fontanari, José Rodrigo Paulino
• Orientador(a): Baitello Junior, Norval
• 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: Comunicação olfativa; Comunicação interpessoal de proximidade; Ecologia da comunicação; Corpo; Odores; Olfato > Utilizacao na publicidade; Perfumes; Publicidade
• Palavras-chave em Inglês: Olfactory communication; Interpersonal communication of proximity; Ecology of the communication; Advertising; Perfume; Body
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5007

The current research approaches the comunicative modality we name: olfactory communication . We understand the perfume as a media form. We have investigated the history of the perfume in several civilizations and its use in the rituals. We have inserted some discoveries regarding the smell in the communication of the human being since their early age. As the contemporary civilization has privileged the senses of distance (the sight and the hearing) to detriment of the proximity senses (the smell and the taste), we have attempted to verify the translation of the perfume for the visual code. In such a way, therefore executives advertising propagated in the feminine magazines Claude, Elle, Marie Claire and Nova in the period of 1993 the 2004 are analaysed. The work is supported in the concepts of ecology of the communication proposed by Vicente Romano, of the ethology of the communication by Boris Cyrulnik, as well the concepts of primary, secondary and tertiary media of Harry Pross. In the same proportion of the suffering of the proximity senses, we observe of the bonds of the affection. To carry out of this research, Semiotics of the Culture was chosen, wich understands the body, the perfume and the smell as cultural possessing texts of great informative capacity in ample direction. Through this semiotics, the paradigms will be constituted as object of study object and to tack the three spheres of the research (body, perfume and smell). This triad shows as one of the possible ways to keep the interpersonal communicative bonds of proximity