A construção da identidade em campanhas/peças fotográficas de moda de marcas nacionais

• Ano de defesa: 2013
• Autor(a) principal: Martins, Josemar
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; BR; Comunicação; UFSM; Programa de Pós-Graduação em Comunicação
• Palavras-chave em Português: Publicidade fotográfica; Moda; Mídia revista; Photographic advertising text; Fashion; Media magazine; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/6341

This dissertation proposes to examine, since the perspective of a discursive semiotics, advertising communication targeted to fashion, examining in particular photographic fashion advertising texts in their broader context, that is, inside the vehicle, and related to the fashion campaign to which they belong to , in order to check out how they build the identity and image of the brand and / or products advertised, and what are the strategies which are used to summon your target audience to the consumer and interaction with the brand. The proposed analysis will be conducted through eight advertisements belonging to four jeanswear brands that are part of photographic advertising campaigns (spring-summer and autumn-winter), published between the years 2011 and 2012, by magazine Vogue Brazil, which, de per si, updates the need to examine carefully, beyond the advertising, the characteristics of the photographic text , the social-communicative functions, and magazine media.