Propósitos comunicativos dos rótulos de embalagens de produtos capilares

Abstract

The objective of this study is to present the results of the analysis of the communicative purposes of the capillary product packaging label, based on the text in context, as proposed by Askehave and Swales (2001). Swales (1990, 2004), Askehave and Swales (2001), Hemais and Biasi-Rodrigues (2005), Souza (2008) and Borges (2016) support our analysis. The corpus of the work consists of sixteen packaging labels of different hair products, from different brands. The contextual and textual analysis revealed that the packaging label has four communicative purposes: to present the product, to inform about it and the manufacturer, to instruct about its use and conservation and to promote it. The first three identified purposes are revealed by the items determined by the Resolution of Collegiate Board - RDC nº 7, of 02/10/15, of ANVISA. The promotional purpose, which is striking on the investigated labels, is revealed mainly by the information decided by the manufacturer, which is influenced by the socio-historical-cultural context. We conclude that the capillary product packaging label has very stable communicative purposes due to the force of the law that regulates it and the law of the market.