Abstract
The study of representations and images involved in advertising campaigns is a recurrent resource of marketing managers. Therefore, understanding and analyzing advertisements and their semiotics becomes an important source of research. In this context, the following research problem arises: what are the complementarity, contrariety and contradiction relations that carry the advertisements of supermarket retailers? Thus, the main objective is to analyze semiotic advertising of national supermarket chains through the constitution of a semiotic square. For that, the greimasian methodology (Greimas, 1973) was used, which sustains a generative path of meaning, where the relations existing between the signifiers produce signification. We investigated the advertisements of the largest retail supermarket brands in Brazil, by price, product and people variables. Thus, the semiotic square was created for the advertising of supermarket retailers in Brazil.
Highlights
The formation of the discourse present in advertisements is one of the issues that marketers are concerned about
Established in the foundations of structuralism, greimasian semiotics is an important tool for the analysis proposed here
None of the variables described above. This stage of the work consisted in describing which significant variables were present in the advertisements, offering the basis for later elaboration of the semiotic square
Summary
The formation of the discourse present in advertisements is one of the issues that marketers are concerned about. The centrality of this question lies in the fact that the speeches are influenced by individuals as well as its opposite individuals are influenced by the speeches. The images employed in an advertisement, as well as their textual elements, seeks to establish a discourse that influences consumer behavior. Such influence is possible, in part, by the appropriate symbolism of consumption. To consider not the value of use or exchange of a product implies seeking instead of utility the sign that it communicates, the distinction, the hierarchy, the position in a society governed by consumption (BAUDRILLARD apud THIRY-CHERQUES, 2010)
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