A semiotic analysis on the power of advertising in propelling social change. Tools and strategies used by brands through advertising to propel social change

Tamen, Carolina Carmona Antunes dos Santos

Publication

A semiotic analysis on the power of advertising in propelling social change. Tools and strategies used by brands through advertising to propel social change

2022-10Master thesis

dc.contributor.advisor	Morais, Rodrigo Antunes
dc.contributor.author	Tamen, Carolina Carmona Antunes dos Santos
dc.date.accessioned	2022-11-28T17:06:00Z
dc.date.available	2022-11-28T17:06:00Z
dc.date.issued	2022-10
dc.description.abstract	The present study focuses on the relationship between advertising and social change from a semiotic point of view, more specifically, trying to understand the tools and strategies used by brands in the past to send their messages, change the world, as well as improve their market share. Santaella and Nöth’s (2010) research mix, used to analyze advertising from a semiotic point of view, founded on the philosophical principles defined by Charles Sanders Peirce, will serve as the basis for the methodology. In order to reach the objectives of the research, the analysis focuses on a case study approach. This study is meant to serve as a roadmap for all designers and advertisers, find their place and see how they can design for a better tomorrow (for the well as the brands they represent). As more people pay more attention to th brand brings than the product they sell, the study of the tools and strategies successfully by brands to build meaningful connections with their audience essential for prosperous advertising and brand strategies.	pt_PT
dc.description.abstract	O presente estudo tem como foco a relação entre a publicidade e a mudança social de um ponto de vista semiótico. A pesquisa foca-se na compreensão das ferramentas e estratégias utilizadas pelas marcas, para abordar temas da sociedade, tudo isto enquanto melhoram a sua presença no mercado. A mix de pesquisa de Santaella e Nöth’s (2010) para analisar a publicidade usando os conceitos desenvolvidos por Charles Sanders Peirce, servirá de base para a metodologia do estudo. Uma análise de case studies é utilizada para dar encontro aos objetivos da pesquisa. O estudo servirá como guia para designers e publicitários, que tentam criar para um mundo melhor (tanto na sociedade, como para as marcas que representam). Visto que mais pessoas prestam atenção ao valor que uma marca traz em vez dos produtos que uma marca vende, a compreensão das ferramentas e estratégias que as marcas usam para criar ligações significativas com o seu público-alvo torna-se essencial para uma estratégia de comunicação efetiva.	pt_PT
dc.identifier.tid	203107268	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.26/42451
dc.language.iso	eng	pt_PT
dc.subject	Advertising	pt_PT
dc.subject	Brand communication	pt_PT
dc.subject	Design Activism	pt_PT
dc.subject	Sociocultural studies	pt_PT
dc.subject	Semiotics	pt_PT
dc.title	A semiotic analysis on the power of advertising in propelling social change. Tools and strategies used by brands through advertising to propel social change	pt_PT
dc.type	master thesis
dspace.entity.type	Publication
rcaap.rights	openAccess	pt_PT
rcaap.type	masterThesis	pt_PT
thesis.degree.grantor	Instituto de Arte, Design e Empresa - Universitário
thesis.degree.name	Design e Publicidade	pt_PT