Misture, ouse, divirta-se: uma análise semiótica da comunicação publicitária da C&A

Abstract

This work aims at developing a semiotic analysis of the “Despertar” advertising campaign, aired by C&A in Brazil, in 2016. C&A has applied different strategies to differentiate its communication from main competitors recurrent advertising codes. This monograph opens by presenting the context in which the campaign was created. To do so, we explore its relationships with the following themes – gender, fashion, and advertising – in the first chapter. In the second chapter, we present a brief history of C&A and also describe the main characteristics of its competitors’ communications (Renner and Riachuelo). In the third chapter, we describe the television commercial “Despertar”, object of this semiotic analysis, detailing its narrative aspects, images, messages, characters, soundtrack, and other production elements. In the last chapter, we developed the semiotic analysis of the commercial. Finally, we present the final considerations. As the theoretical basis, we have used authors from the fields of Marketing (Kotler and Solomon), Gender Studies (Jesus) and Semiotics (Santaella and Nöth). The semiotic analysis aimed at understanding specific characteristics of the “Despertar” campaign, as well as how this campaign has built differentiation within the market, approaching the themes of fashion, advertising, and gender as central factors to the C&A brand communication