Produção x recepção: análises sobre as percepções de valores das propagandas e seu impacto no consumo

Abstract

This project aims to analyze advertisements for the same product from different brands from two perspectives, that of semiotics and that of reception. In this way, we seek to research both the sphere of production, analyzing the values that were embedded in the speeches of the ads and, subsequently, we carried out a second analysis, this time with a sample of reception. Thus, we seek to observe how the speeches made by the sphere of production are read and interpreted by the reception sample. In order to achieve the objectives of this work, we use a double methodology, mixing discursive semiotics, using Peruzzolo (2015) and Barros (2005) as the theoretical basis. ) together with the support of the reception, with Bordinhão (2014), Escosteguy (2007), Piedra e Jacks (2006). Finally, we conclude that the reception sample easily understands the proposals and values of each commercial, however this understanding does not mean that this message will be accepted. In none of the commercials presented were unanimous acceptance or rejection of the message, however some themes allied to their figures manage to stand out before the others, even getting some negative reservations about them.