Gestão de marcas e relações públicas: o papel da propaganda de relações públicas na construção e manutenção da imagem institucional

The main purpose of this study is to promote reflection about the relevance of institutional propaganda as a tool of public relations and as a component of brand management. Concepts relevant to the design of this propaganda as Peirce’s semiotics, the storytelling, DNA corporate, identity and corporate culture were also outlined. A study was conducted to illustrate the work on the business management of JM Empilhadeiras, brand management and global institutional first campaign image building of Hyundai, the “Live Brilliant”

O fantástico em Coraline: uma análise semiótica

The English writer Neil Gaiman has a varied background in various genres of literature and comics. His novel Coraline (2002) was considered a bestseller and received numerous adaptations, including versions for the comics (U.S., 2008, illustrated by P. Craig Russelle) and for a musical off Broadway (USA, 2009). The object of analysis chosen for this research was the adaptation of Coraline for film, Coraline (U.S., 2009), stop motion animation directed by Henry Selick. In the eyes of the general public the film stands out for being an engaging animation. Under a closer look, Coraline becomes a valuable object of study that incorporated the technique of stop motion at the same time that modernized the fantastic genre, usually directed to children and youth, but in that case, reaches many audiences. The objective of this research is to analyze the animation based on theory of origin greimasian, focusing on the narrative that constitutes the fantastic genre in order to infer the regularities of genrer and the specificities of audiovisual product

Discurso e motivação: um estudo semiótico sobre livros de autoajuda de desenvolvimento profissional

The success and recognition for their dedication put into the work are the need of every worker, and for that there is a constant quest for success in organizations. In this scenario, the Brazilian publishing market offers self-help literature as a practical method of acquiring the fundamental knowledge for professional development. The self-help literature for professional development addresses motivation as an essential characteristic for success, as a motivated worker earns more visibility and prominence to motivate other team members, thus arousing a spirit of leadership among the players. The motivation of workers also meets the expectations of organizations, because they improve productivity without requiring new investments. Thus, the literature on professional development is positioned as one of the best selling literary styles sold in Brazil over the years. To have an understanding of the discourse of literary style and persuasive methods known in them, we present a semiotic analysis of the five introductory chapters of selected works. Greimassian Semiotics offers great tools for understanding the introductory speeches of professional development books, which are intended to present the synthesis of the work, or demonstrate the values and knowledge of the authors, coaxing the reader to read on and be receptive to the idea of motivation presented in the books

Oswald de Andrade e Tarsila do Amaral: poesia e pintura modernistas

The objective of the present text is to establish connections between literature and painting through the comparison between Oswald de Andrade’s poem “Longo da Linha” and Tarsila do Amaral’s painting “Palmeiras”, both belonging to the Brazilian Modernist movement Pau-Brasil. To emphasize also the step taken by the two artists, in Modernism, against the previous academicism, C. S. Peirce’s semiotics theory will be used as analytic basis to demonstrate, in Tarsila’s painting, a path towards planarity and stylization to produce quality effects, closer to the shape and the adventure of senses than to symbolization, whilst for Oswald, this same path leads to the presence of visualization as composition factor.

O processo de compreensão de texto de ficção científica na década de 30: Admirável Mundo Novo à luz da teoria semiótica

This paper is result of an analysis of the Brave New World by Aldous Huxley, made based on the perspective of discursive semiotics. For both, the elements of the generative course of meaning were applied, particularly those in works of Barros (2001) and Fiorin (2000). In view of that each of the three levels (elementary, narrative and discourse) of semiotics approach are considered capable of independent descriptions, we sought through the (re) construction of meaning of specific parts of the work and also the relationship of its thematic route with the time it was composed, found that, as a result of this work, the relationships between fiction and reality and thus the relevance of the work of Aldous Huxley

O estilo do rei: o diálogo entre O Rei Leão, da Disney, e Hamlet, de Shakespeare, sob uma perspectiva semiótica

This work consists of a semiotic analysis of the animation motion picture The Lion King (1994), by the Walt Disney Animation Studios, describing its intertextual relation with Hamlet, by Shakespeare, considering Disney’s individuality, its style. In order to study style in texts, we use discursive semiotics theory, highlighting Discini’s work (2013) and the concept of discursive settings. Hence, a deep discussion about The Lion King’s style, compared to the Shakespeare’s play, is established. The movie, once a syncretic text, requires advanced studies on Expression Plane, its plastic, musical and verbal/phonic aspects. We find these studies in the work of José Luiz Fiorin (2009), Lúcia Teixeira (2009), Ana Claúdia de Oliveira (2009), Jean-Marie Floch (2009) and Antônio Vicente Pietroforte (2008). We note how a syncretic text makes the discursive settings more complex by assembling plastic and sonorous materials in semissimbolic relation. Once defined The Lion King’s style, we analyze the way it justifies the intense popularity of this kind of animation features. Finally, it is important to understand how Disney uses in its style not only discursive settings, but also passional settings, revealing its own way to stir emotions on the spectator

A norma jurídica à luz da Semiótica de Peirce: um estudo de caso

Pós-graduação em Filosofia - FFC

A divulgação do pensamento saussuriano no Brasil

The ideas of Ferdinand de Saussure (1857-1913) still stimulate keen interest among language scholars today, be it complementary or contradictory. Saussurean thought has become widespread, in a more or less explicit manner, in undergraduate and graduate education in the humanities. Since the mid-1950s, Saussure’s ideas have been introduced and debated as part of the training of first-language and foreign-language teachers, communicators, anthropologists, sociologists and psychologists. In the majority of undergraduate and graduate disciplines in the areas of Linguistics and Communication, from the moment academics begin to address the nature of human signification and communication, it is impossible to ignore Saussure’s reflections on language and parole. The aim of this study is to reflect on the transmission of the general lines of Saussurean thought in Brazil. For this purpose, an inventory and analysis are carried out of Linguistics manuals originally published in Brazil since the 1970s, with the aim of reflecting on their construction in terms of programming and persuasion, categories of analysis of didactic speech proposed by A. J. Greimas.

Análise semiótica do conto Passeio Noturno, de Rubem Fonseca

This paper presents an analysis of the short story Passeio Noturno I, by Rubens Fonseca, from the gerative way of sense, oriented by Greimas´ postulations of generative semiotics. For the semiotics, discourse is conceived as a superposition of levels of diferent depth which are articulated according to a way which goes from the abstract to the concrete (BARROS, 2001). Following the notion of gerative way, the analysis of the short story is three folded: the level of fundamental structures, the level of the narrative structures and the level of the discursive structures. The subject matter that underlies the structure of the short story refers to a critique of the violence present in capitalist society in which "voices of culture" coexist with "voices of barbarie".

Metalinguagem semiótica: empréstimos e redefinições

This paper deals with the issue of terminology and conceptualization in the construction of the semiotic metalanguage. The starting point of this discussion is the scientific thought of C. S. Pierce, R. Bastide and É. Benveniste, who understand that the creation of a new science requires a new and precise terminology. This position is relativized and magnified by the point of view of A. J. Greimas, who defends the centrality of the conceptualization rather than the formalization and the terminological production. Thus, this study proposes and analyses two types of metalinguistic elaboration based on the dialogue with previous theories and disciplines: the borrowing and the redefining.

Veridicção e paixão na práxis enunciativa

The aim of this paper is to show how the methodological apparatus of Greimasian semiotics is applied to tackle discourse issues. In particular, focusing on the concepts of veridiction and passion, two specific discourse procedures, it is examined how these concepts are included in the enunciative praxis by analyzing two distinct texts: the short story “O cônego ou a metafísica do estilo”, by Machado de Assis, and the Nova Schin beer ad published in a Brazilian weekly magazine.

Lei Maria da Penha: uma nova forma de vida da mulher brasileira?

This article proposes an analysis of the Law no. 11340, August 7th, 2006, known as “Maria da Penha” law. The study is based on the theoretical guidelines of French Semiotics, mainly on the earlier studies conducted by Algirdas Julien Greimas and the recent developments in Jacques Fontanille, Claude Zilberberg and Eric Landowski’s researches, concerning the forms of life. In this regard, we verify whether the aforesaid law constitutes a new way of life of the Brazilian woman.

Algumas considerações sobre a poesia de Eucanaã Ferraz

The contemporary Brazilian poetic production is marked by a strong diversity in the forms of expression and the thematic contents that it makes circulate; it is found either turned to the critical reading of the Brazilian poetry‟s most traditional repertoire, or more concerned about the research of new expressive models afforded by language. Such constitutive diversity, which operates on the intermediate gradients between these two tendencies, finds itself underlined by the little orthodox practice of the production divulgation and circulation, that appropriated the internet and the poetic performances to compensate the low paper-based edition. What we have is a type of poetic dialectology which identifies the poetry readers group. Verifying the most regular procedures in the construction of the dialectology, through the work of Eucanaã Ferraz and João Cabral, is the objective of this paper.

Ignacio de Assis Silva e os estudos literários

This paper aims to honor the semiotician Ignacio Assis Silva printed by the intensity in all his activities, emphasizing mainly on the accuracy insightful essays, which made him not only one of the most important promoters of semiotics greimasian in Brazil, but one of those responsible for its development. It should be noted also that he served with dedication in the Postgraduate Program in Literary Studies FCL/Araraquara UNESP, including efforts since its founding. The program owes much to him and others of FCL semioticians for the healthy integration between programs, Linguistics/Portuguese Language and Literary Studies. The latter was even initially, a literature program focusing on semiotics greimasian. Join together with all his persistent interest in building a "theory of language", which deeply and tenaciously pursued in their classes and in their texts and can be detected in Figurativização e metamorfose: o mito de Narciso (1995).