Fotografia e marketing: uma análise dos atrativos turísticos da cidade de João Pessoa-PB

Photography is a resourse of the most used and effective marketing, besides being an polysemic art, boundless sense; this allows for different readings. Nevertheless, there are those who, through the control and supervision, try to organize its meaning, such as the marketing companies. Others, such as artists, are the responsibility of the observers to give their work some understanding. Resorting a photographic iconography of the tourist attractions of the city of João Pessoa in Brazil from 2005 to 2010. This survey selected images published in catalogs supported by the Fundo de Incentivo a Cultura (FIC) and the Empresa Paraibana de Turismo (PBTUR). The central idea of this qualitative research is the assumption that, in general, tourists crave, even unconsciously, a reality of a tourist attraction motivated by photographic image conveyed the travel market, meanwhile, emphasizes that the art market, the same attraction is exposed and uncovered. Thus it is argued, by photos, such as environmental and sociocultural characteristics are commodified by these organs that have different purposes is not exclusive, given that the FIC supports art and PBTUR sponsors the tourism. Beyond the iconography used for cataloging and photographic analysis, interviews were conducted by the method of visual narratives in ordes to approximate the data with the view of tourists and photographers. In that resulted in a refletion on the current imagistic process involving the release of the tourist destinations in order to be allowed on a critical reading of photographic production and market resources to marketing and promoting the art of the city. It was observed that both the art and photography marketing acquire different symbolic values with respect to their markets promoted by the catalogs analyzed.