“Vende-se” beleza e responsabilidade social: a representação da ideologia em embalagens recicláveis

Abstract

This study aims to examine how the ideological discourse appears in the communication strategies conveyed in recyclable packaging of shampoo. From the analysis sought to determine the elements present in packaging through the lines Natura Plant (brand Natura) and OX + Plants Plants (OX Cosmetics brand). The study is based on theoretical Ideology by Thompson (1995) in a broad context and by Vestergaard and Schroder (2004) that deals in a more restricted context, ideology in advertising. He also worked to communication addressed by the authors as Calver (2009) which deals with verbal and visual communication through design, packaging, Guimarães (2004) that deals with color as cultural information and Farina (2006) that comes within sensations they transmit and the concept of consumption is another important aspect of the work that appears when using the authors Canclini (1995) and Bauman (2001, 2004). Thus, the research develops a perspective of critical social analysis. It is observed that the hallmarks of this segment develop a list of strategies in pursuit of persuading your audience, and they are organized from the various component elements of packaging. We also know that behind this discourse, breeds that link to other operational strategies of various types in order to legitimize the way the service of power.