Exploração do olfativo na publicidade da mídia impressa

Abstract

This dissertation investigated the insertion of olfactory sense on advertisement text structure. Since 2004 were selected aromatized ads placed on daily and weekly press media. The purpose was answer what is the hole of olfactory sense, how is it installed on the expression plane and contents plane, which are the sensible explorations, figutatives and manipulatory of this sensory order to present and convince the audience about the product attributes. Was investigated also the hole of the olfact on the construction of both brand and media identity. Supported by the discursive semiotics developed around A. J. Greimas, were explored the concepts of manipulation, enunciation, figurativity, expression figures, contents figures, the kind of correspondence of plastic and figurative dimention, the pathemic effects and the ways of interaction installed between advertisement and consumer. The target oh the aromatized announcements were classified by the interaction ways projected on discourse be the presence ways of the product. In the first case, the ads provides the direct contact between the reader and the product olfactive identifier quality that is activated without delay on the act of addressees turn of newspapers or magazines pages. Therefore, to fell the aroma is imposed by addresser and independently of addressee s desire, the olfactory starts acting. In this ads, the hole of olfactive was categorized as an memory activator programmed by addresser to evoke the reader past experiences, making them participate on meaning construction. On the second case, to start acting on the advertisements, the smell depends on addressees desire, being stipulated by his acceptance of a deal proposed by addresser on a manipulative procedure, that once accepted leads him to practice another action and then the olfactive participates on ads strategies, actualizing the product in act due to may it be tasted. In both cases the olfactory order is to convocate the consumer to make an interaction face-toface with the product. With the presence on the arrangement verb-visual of the advertisement, product and mark starts to live and construct a lived experience with the consumer. Brought up to date by the sense of smell, the good become present in the interactive relation between the announcement and the own consumer even before the purchase, that restores through the manipulation of the addresser as something of the unexpected order (perhaps), as well as of the contagion order (adjustment). Results from this sensitive and pragmatic act both the sensibilizer force of proving (experience) the good, as well as the manipulatory force by seduction of addressee, that makes him to desire the good