Possible worlds where everything makes sense

The semiotic dimension of advertising communication

Authors

  • Maria Belém Ribeiro Universidade Lusófona do Porto

    DOI:

    https://doi.org/10.36517/psg.v12i2.70941

    Abstract

    Abstract: This paper seeks to analyze the contribution of semiotic elements in advertising narratives. Starting from the concept of sign, the orders of signification enunciated by Roland Barthes and the elements of narratology enunciated by Greimas, spots of three brands are analyzed, with the objective of unveiling the importance of semiosis in advertising communication, as a system that coexists with other systems that make up society and, this way, give meaning to human life and contribute to the consumer finding his own place in his life narratives.

    This article was based on part of the research of the doctoral thesis of the author of this work.

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    Author Biography

    • Maria Belém Ribeiro, Universidade Lusófona do Porto

      Maria Belém Reis Serra Pereira Ribeiro. Concluiu Ciências da Literatura - Literaturas Africanas de Língua Portuguesa pela Universidade do Minho em 2010. Publicou 3 artigos em revistas especializadas, possui 2 livros publicados. Participou em 31 eventos em Portugal. Recebeu 2 prémios e/ou homenagens.

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    Published

    2022-02-16

    Issue

    Vol. 12 No. 2 (2021): Dossiê Semiótica e Culturas da Comunicação: parte 02

    Section

    Dossiê Semiótica e Culturas da Comunicação

    License

    Esta licença permite que os reutilizadores distribuam, remixem, adaptem e desenvolvam o material em qualquer meio ou formato, desde que a atribuição seja dada ao criador. A licença permite o uso comercial.

    How to Cite

    RIBEIRO, Maria Belém. Possible worlds where everything makes sense: The semiotic dimension of advertising communication. Passagens: Journal of the Post-Graduate Program in Communication at UFC, Fortaleza, v. 12, n. 2, p. 75–96, 2022. DOI: 10.36517/psg.v12i2.70941. Disponível em: https://periodicos.ufc.br/passagens/article/view/70941. Acesso em: 22 jun. 2026.