Tópicos de semiótica na campanha “come with a story and leave with another” da colsubsidio: uma proposta de análise

Abstract

This work has as object of study the posters of book exchange campaign "Come with the story and leave with another" developed by Lowe / SSP3 agency for Colsubsidio organization. The aim of this paper is to examine the campaign from the Charles S. Peirce semiotics, emphasizing the relationship between pictorial elements and thus set icon, index and symbol, to investigate the relationship between image and text in this campaign and contextualize the relationship between the institution promoting the campaign and its audience. For this, the study begins with an introduction about the illustration and the poster media, a theoretical framework of the history of semiotics pathway that is essential for understanding its evolution as science and the relationship of the sign-meaning-representation triad, and so, better understands Peirce's theory of signs. The methodology this study proposes an analysis that will be made in accordance with the second trichotomy Peirce, which depicts the signs from the perspective of relations between representamen and object.