LOVE EQUALS FOOTBALL

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FACULDADE ASSIS GURGACZ
GUILHERME MARQUES MAZZO

LOVE EQUALS FOOTBALL: AMOR E FUTEBOL RESUMIDOS EM SIGNOS

TCC apresentado à banca de Publicidade e Propaganda da FAG, como requisito final para avaliação do 2º bimestre na disciplina Projeto Pesquisa em Comunicação Social II.

Prof. Orientador Lougan Manzke

CASCAVEL
2010

LOVE EQUALS FOOTBALL: Amor e o futebol resumidos em signos1

Guilherme Marques Mazzo2
Lougan Manzke 3

RESUMO: O seguinte artigo se propõe a discutir a campanha Love equals football da marca alemã de artigos esportivos Puma sob o ponto de vista da Semiótica Pierciana. A campanha em questão foi empregada no ano de 2010, criada pela agência nova-iorquina Syrup, para celebrar a Copa do Mundo do continente Africano. Esta pesquisa tem como objetivo principal a análise dos significados implícitos e explícitos na campanha, discutindo sobre o papel da disposição dos signos na difusão da mensagem publicitária e sua real eficácia de transmissão de mensagem. Para isso, o texto expõe definições e características da publicidade e da comunicação, através de teorias relevantes à análise da peça. Este estudo apresenta e analisa uma peça definida como objeto principal da análise e discute acerca das possibilidades de sentidos contidos intrínsecos aos signos utilizados para compor o anúncio, visando analisar a real eficácia da vasta gama de significados obtidos a partir das possíveis interpretações dos mesmos. Após as análises levantam-se ideias relevantes, cruzando as análises em contextos externos, visando construir uma consideração relevante acerca da campanha e da publicidade em geral.

PALAVRAS-CHAVE: Puma, Semiótica, Publicidade, Amor, Futebol.

ABSTRACT: The following article aims to discuss the campaign “Love equals football” of German sportswear brand Puma from the point of view of semiotics. The campaign in question was employed in 2010, created by New York agency Syrup to celebrate the World

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