Illustrated letter in advertising: The tension between the visual and the verbal

Authors

  • João Batista Freitas Cardoso Universidade Municipal de São Caetano do Sul
  • Leandro Fabris Lugoboni Universidade Municipal de São Caetano do Sul (USCS)

DOI:

https://doi.org/10.4013/fem.2016.182.03

Abstract

The purpose of this article is to understand the illustrated letter in advertising communication. It was found that the illustrated letter has as its main characteristic visual elements in its structure that form some sort of tension with verbal elements. Based on Santaella (2001) and Santaella and Nöth (1998) it was possible to organize them into groups and arrangements according to visual perception, understanding of the context and relationship of the illustrated letter with the advertising composition. The definition of such arrangements contributes to a better understanding of the illustrated letter, enabling the classification of the types of tensions and their grouping according to their predominant characteristics. The qualitative research was conducted through the analysis of the selected ads, taking Peirce’s signic categorization as semiotic method.

Keywords: advertising art, typography, visual semiotics.

Author Biographies

João Batista Freitas Cardoso, Universidade Municipal de São Caetano do Sul

Doutor e Mestre em Comunicação e Semiótica pela PUC-SP com Pós-doutorado pela ECA-USP. Professor no Programa de Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul (USCS) e nos cursos de publicidade das universidades Mackenzie e Santa Cecília. Líder do Grupo de Pesquisa "O Signo Visual nas Mídias" (CNPq) e coordenador dos GT Discurso y Comunicación (ALAIC). Autor dos livros "A semiótica do cenário televisivo" (Annablume/FAPESP) e "Cenário Televisivo: linguagens múltiplas fragmentadas" (Annablume/Fapesp). Coorganizador do livro "Mutações da Cultura Midiática" (Paulinas).

Leandro Fabris Lugoboni, Universidade Municipal de São Caetano do Sul (USCS)

Publicitário. Mestre em Comunicação pelo Programa de Pós-Graduação em Comunicação da Universidade Municipal de São Caetano do Sul (PPGCOM/USCS)

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Published

2016-03-22

Issue

Vol. 18 No. 2 (2016): May/August

Section

Articles

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