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Publication
Publicidade nostálgica: Criação e validação de um guia semiótico
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Advisor(s)
Abstract(s)
Nos últimos anos, têm-se observado peças publicitárias
que recorrem à nostalgia de forma superficial e previsível,
comprometendo a autenticidade e a identidade das marcas.
Esta dissertação propõe, assim, enfrentar tal problemática
através da criação e validação de um guia prático
destinado a orientar profissionais de design e publicidade
na incorporação estratégica e autêntica da nostalgia. A
conceção do guia assenta na fenomenologia de C. S.
Peirce, a partir das categorias de Primeiridade,
Secundidade e Terceiridade, complementadas pela
releitura de Santaella e Nöth, que as relacionam com as
estratégias de mensagem publicitária de Sugestão,
Sedução e Persuasão. Integra ainda a primeira tricotomia
de signos, composta por Qualissigno, Sinsigno e
Legissigno, tal como descrita por Santaella, cuja
articulação com os demais conceitos forneceu a base
teórica para a estruturação do guia prático. A investigação
desenvolveu-se em quatro etapas: revisão bibliográfica e
análise de casos que ilustram usos superficiais da
nostalgia; enquadramento semiótico aplicado;
desenvolvimento do guia prático, estruturado em três
blocos e caracterizado por uma identidade gráfica própria;
e, por fim, validação empírica em contexto de workshop
com profissionais da área criativa, mediante análise
qualitativa e quantitativa dos resultados. Os dados
confirmam que o guia favorece maior clareza no processo
criativo, evita abordagens previsíveis e estimula soluções
capazes de equilibrar referências nostálgicas e identidade
contemporânea. Conclui-se que a presente investigação
contribui para o aprofundamento da semiótica publicitária
e oferece, simultaneamente, uma ferramenta metodológica
aplicável ao desenvolvimento de peças publicitárias mais
autênticas, estratégicas e culturalmente relevantes.
In recent years, advertising pieces have often relied on nostalgia in a superficial and predictable way, undermining both brand authenticity and identity. This dissertation therefore proposes to address such a problem through the creation and validation of a practical guide aimed at assisting creative professionals in the strategic and authentic incorporation of nostalgia in advertising. The guide is grounded in the phenomenology of C. S. Peirce, particularly the categories of Firstness, Secondness and Thirdness, complemented by the reinterpretation of Santaella and Nöth, who relate them to the advertising message strategies of Suggestion, Seduction and Persuasion. It also incorporates the first trichotomy of signs composed of Qualisign, Sinsign and Legisign as described by Santaella, whose articulation with the other concepts provided the theoretical basis for structuring the practical guide. The research was developed in four stages: a literature review and analysis of cases that illustrate superficial uses of nostalgia; the application of semiotic frameworks to advertising design; the development of the practical guide, structured in three sections and characterized by its own graphic identity; and finally, empirical validation through a workshop with creative professionals, supported by both qualitative and quantitative analysis. The findings confirm that the guide enhances clarity in the creative process, avoids predictable approaches and encourages solutions capable of balancing nostalgic references and contemporary identity. This investigation therefore contributes to the advancement of advertising semiotics while also providing a methodological tool applicable to the development of advertising pieces that are more authentic, strategic and culturally relevant.
In recent years, advertising pieces have often relied on nostalgia in a superficial and predictable way, undermining both brand authenticity and identity. This dissertation therefore proposes to address such a problem through the creation and validation of a practical guide aimed at assisting creative professionals in the strategic and authentic incorporation of nostalgia in advertising. The guide is grounded in the phenomenology of C. S. Peirce, particularly the categories of Firstness, Secondness and Thirdness, complemented by the reinterpretation of Santaella and Nöth, who relate them to the advertising message strategies of Suggestion, Seduction and Persuasion. It also incorporates the first trichotomy of signs composed of Qualisign, Sinsign and Legisign as described by Santaella, whose articulation with the other concepts provided the theoretical basis for structuring the practical guide. The research was developed in four stages: a literature review and analysis of cases that illustrate superficial uses of nostalgia; the application of semiotic frameworks to advertising design; the development of the practical guide, structured in three sections and characterized by its own graphic identity; and finally, empirical validation through a workshop with creative professionals, supported by both qualitative and quantitative analysis. The findings confirm that the guide enhances clarity in the creative process, avoids predictable approaches and encourages solutions capable of balancing nostalgic references and contemporary identity. This investigation therefore contributes to the advancement of advertising semiotics while also providing a methodological tool applicable to the development of advertising pieces that are more authentic, strategic and culturally relevant.
Description
Keywords
Autenticidade de marca Estratégia criativa Guia prático Peça publicitária Publicidade nostálgica Semiótica peirceana