A categoria peirceana da primeiridade no comercial audiovisual do perfume Flora, da Gucci

Abstract

Semiotics is constituted as a science of languages (Santaella, 1985), whether verbal (oral or written) or nonverbal (gestural, musical etc.). We are surrounded by many kinds of languages that communicate. Man generates signals when speaking or writing, and such signals are verbal and nonverbal codes, symbols, representations, expressions with which people communicate, manifest, represent its thoughts and exertits influence. Charles Sanders Peirce, who developed the American semiotics, believed that the signs have a triadic nature, that relates directly to the three phenomenological categories (firstness, secondness and thirdness). These phenomenological categories, or peircean categories, are connected respectively to the character of quality, existence and convention that every sign carries. Our goal, with this work, is to define and exemplify one of the peircean categories, firstness, in a commercial advertising, since the universe of advertising bombards us with a variety of media and signs. Throughout this article we assume as theoretical reference Lucia Santaella’s (1985,2002, 2010) and Winfried Nöth’s (1998,2010) reading and research about the theories of Peirce’s semiotics. The sign that will be analyzed is the Flora perfume commercial.