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Semiótica, Consumo e Publicidade by Machuco Rosa, Antonio

Semiótica, Consumo e Publicidade

by Antonio Machuco Rosa
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Book cover type: Paperback
  • ISBN13: 9781657491670
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Independently Published
  • Publisher Imprint: Independently Published
  • Publication Date:
  • Pages: 236
  • Original Price: USD 28.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 350 grams
  • BISAC Subject(s): General

O que move o desejo de exibição associado à moda e ao luxo? Que tipo de desejo é veiculado pelas mensagens publicitárias? O que é o desejo de marca? Neste livro, António Machuco Rosa discute essas questões através da evolução histórica do desejo presente no consumo de objetos. A partir das ideias de René Girard, Alexis de Tocqueville, Thornstein Veblen e Georg Simmel, analisa-se a evolução da moda associada ao vestuário para mostrar como os seus signos exteriores reenviam para diversas manifestações do desejo mimético. Também a emergência e história das marcas registadas mostra como o consumo de bens assentou cada vez mais em interações simbólicas entre os indivíduos. A publicidade é como que uma ciência dessas interações. Após a análise da moda e das marcas, o livro traça a evolução da publicidade ao longo do século XX, com destaque para autores e campanhas que ainda hoje perduram na memória de muitos consumidores. Da moda às marcas, da publicidade informativa à publicidade dos estilos de vida, passando pela revolução criativa em publicidade durante os anos sessenta, é a história do desejo que é necessário revelar.

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