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A semiótica e o aspecto indicial em Dove Retratos da Real Beleza: reflexões sobre a publicidade e a representação da mulher real na comunicação midiática

2017; Universidad de Los Hemisferios; Volume: 21; Issue: 99 Linguagem: Inglês

1605-4806

Roberta Del-Vechio, Rafael José Bona,

Education and Digital Technologies

The article reflects about one of the advertising works created in documentary form: Dove’s Retratos da Real Beleza (2013). For the analysis of it, the theoretical contribution uses the studies of Charles Sanders Peirce by the Brazilian researcher Santaella (2000, 2002, 2013) and also the texts of the researcher Andacht (2003, 2005), which studies the representation of the real and the concept of index-appeal and Xavier (1977) on classical decoupage. The theme is approached by the theoretical bias that discusses the relationship of beauty, body, advertising, culture and communication technologies, since the video of the campaign was viralized and seen with greater force in digital social networks. As the main result, it was possible to perceive that the video has a media format that mixes documentary with advertising and uses a strategy of meaning that consists of investigating the feminine feeling about her own beauty, then confronting it with another perception, evoking the indexical dimension of signs and the notion of self.