Estratégias discursivas envolvidas na construção da embalagem do suco Dobem

Abstract

i The aim of this study was analyze how the visual strategies of packaging from th brand juice “dobem” was produced, to construct senses in the consumer, reinforcing the positioning of the brand and leading to persuasion for the purchase of the product From a productive and marketing perspective, packaging plays an importante role on the chain of products. In addition, form a sale perspective it is parto f the brand communication process and one of the great differentials of the product. The analyzes were based on the methodology of book Introdução à análise da imagem (1994), by the author Martine Joly, wich classifies the image´s massages into three parts: plastic, iconic and linguistic message. As a complement, some aspects of Introduccion a La Teoria de La Imagem, by Justo Villafañe (2006), was also used, as it brings theories about the visual elements. Through this analysis, we can identify that the visual elements present in the juice packaging, such as colors, lines, shapes, textures, frames, among others, produce meanings that collaborate in the persuasive process and, consequently, the purchase of the product.