Análise de publicidades: O Boticário sob a perspectiva da semiótica

Abstract

The course conclusion work sought to analyze and discuss, based on Greimasian semiotic theory, four commercials obtained by the brand O Boticário. The aim was to produce a reflection on the images of femininity and masculinity built or even on the roles of men and women, as well as to understand if the company had a major change in its positioning over the years. For this, advertising pieces from the years 1989, 1996 and 2016 were selected. In addition, a brief analysis of the discursive Ethos was carried out, seeking to understand the ethos that the brand builds on itself through its productions.