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Abstract(s)
O objetivo deste estudo é apresentar uma análise semiótica de um spot de TV para o modelo de automóvel WRAITH, de Rolls Royce, usando a Teoria dos Signos de Charles Peirce e seu desenvolvimento da compreensão das categorias de signos de acordo com as relações entre estes e seus processos de conexão com os fenómenos do mundo. Propomos a leitura do spot de acordo com processos semióticos de semelhança nos seus vários graus. A hipótese de trabalho descreve a compreensão do spot e o significado simbólico do nome do modelo do automóvel, visando um público específico: os consumidores do mercado de luxo. O conteúdo visual do spot expressa uma tendência específica em empreendimentos criativos relacionados com questões de género na publicidade para os objetos que normalmente são vistos como brinquedos para adultos: carros de luxo. Os receptores absorvem visualmente o objeto desejado,assim como as suas características de energia, proteção, segurança e conforto que pertencem à marca esco-lhida - Rolls Royce.
The purpose of this study is to present a semiotic analysis of a TV spot for Rolls Royce WRAITH car model by using Charles Peirce’s Theory of Signs and his development of the understanding of sign categories accordingly to the relationships between the signs themselves and their processes of connection with the phenomena of the world. We propose the reading of the spot accordingly to semiotic processes of resemblance in their various degrees. The working hypothesis describes the understanding of the spot and the symbolic meaning of the car model name, these being aimed at a specific audience: the luxury market’s consumers. The visual content of the spot expresses a specific trend in creative endeavours related to gender issues in advertising for objects that are usually seen as adult toys: luxury cars. Receivers visually absorb the object desired characteristics of power, protection, security and comfort which belong to the chosen brand – Rolls Royce.
The purpose of this study is to present a semiotic analysis of a TV spot for Rolls Royce WRAITH car model by using Charles Peirce’s Theory of Signs and his development of the understanding of sign categories accordingly to the relationships between the signs themselves and their processes of connection with the phenomena of the world. We propose the reading of the spot accordingly to semiotic processes of resemblance in their various degrees. The working hypothesis describes the understanding of the spot and the symbolic meaning of the car model name, these being aimed at a specific audience: the luxury market’s consumers. The visual content of the spot expresses a specific trend in creative endeavours related to gender issues in advertising for objects that are usually seen as adult toys: luxury cars. Receivers visually absorb the object desired characteristics of power, protection, security and comfort which belong to the chosen brand – Rolls Royce.
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Keywords
Publicidade Sedução Retórica Signos Significado Símbolo Advertising Seduction Rhetoric Signs Meaning Symbol