MARCAS, EXPRESSÕES DA ATUAL SOCIEDADE DE CONSUMO: O CASO MELISSA

Abstract

The article proposed here aims to discuss thebrand phenomenon seizing it and analyzing itsmanifestations. First, discuss their means of social action ofmodernity to contemporaneity. Next, draw a parallelbetween the brand phenomenon and anthropology ofconsumption, in order to understand our object study asculture material of contemporary modern society. For that,we will analyze the brand communication of the Braziliansshoes company Grendene, Melissa. Using theinstrumentation provided by Pierce theoretical semiotics, weemphasize the characteristics that make the meanings thatare representative of current consumption society. We willseek through semiotic analysis to demonstrate how thebrand communicates its meanings in the built environmentfor his consumer public, being able to print through thegraph design an ephemeral characteristic on the supposedstatic architecture and interior design of your store- GaleriaMelissa, in the city of São Paulo, Brazil.Index Terms ⎯ Interior design, semiotics, strategic design,brand communication.