A persuasão entre o fazer fazer e o fazer sentir: os regimes de sentido em peças de catálogos de produtos Avon e Natura

Abstract

The Sociosemiotics, proposed by Eric Landowski, addresses the issue of meaning in the level of practices and interactions experienced (LANDOWSKI, 2001b, 2002, 2004, 2014a),considering the notion of contagion of sensitivities, of corporal and aesthesic relationships, this is, widening the narrative models to explain a great amount of phenomena of signification also connected to what is sensitive. Considered an unfolding of French Semiotics, it proposes four regimes - programming, manipulation, adjustment, and accident - capable of explaining the production of meaning in interactions. The main objective of this thesis is to analyze how these regimes of meaning, established in the interaction between enunciator and enunciatee in a given situation of communication, determine different strategies of persuasion, based both on the intelligible dimension and on the sensitive dimension of the discourse. If, in classical narrative theory, persuasion is conceived as a persuasive making of the enunciator that corresponds to an interpretative making of the enunciatee connected to the instance of enunciation, in the theoretical framework of the Sociosemiotics, in turn, persuasion is seen not only as a making the other make, but also as a making the other feel. This way one goes from a logic of junction to a logic of union, which seeks to account for the processes of emergence of meaning, its sensitive nature and the presence of risk in interactions. Although there are some works that deal with persuasion in the syncretism of languages (TORRES, 2013,CIACO, 2014 etc.), we have seen that it is still possible to explore the relation between the regimes of meaning and the different modes of presence of sensitive as a contributing factor with persuasive making in syncretic texts, since persuasion can be carried out by strategies pertinent to more than one regime proposed by Landowski. In this way, it is our central objective to deepen the study of persuasion in the syncretic text, not only as a making make, but also as a making feel, resulting from a syncretic global enunciation effect. To fulfill our objective, we selected five pieces of catalogs from the beauty industry – published in the cycles 2, 4 and 10 of the year 2014 of the trademarks Avon and Natura – that divulge perfumes, moisturizers and makeups. In addition to Sociosemiotics, classical Semiotics and Plastic Semiotics are used for a more integrated study of persuasion in the syncretism of languages. At the end, as a theoretical contribution, it concludes that the global enunciation,responsible for the effects of meaning resulting from the articulation of languages in the ads, strategically establishes for the enunciatee certain regimes of meaning that puts him before effects of meaning both of an intellectual and sensory order, making his adherence to a certain point of view, to a belief or to an argument, be the result of a response not only rational, but also sensitive. Another contribution of this thesis lies in the perception that the persuasive strategy of catalogs is complex, since it depends not only on the relationship between verbal and non-verbal languages, but also on the logic of buying and selling between trademark (consultant) and consumer.