The fabulistic scene of Hermés: a semiotic perspective on brand narratives

Abstract

The brands are now in everyday life, one of the most full of meaning and most important socially. This is because in them are founded on both communication and consumption - the marks on the one hand, to act as such, need to express themselves, need to communicate, they need to create links, on the other hand, are almost always entities that encourage consumption. Having this background scenario, this article intends to analyze parts of the Hermès brand advertising campaign, seeking to verify the senses that this brand advertiser attaches itself by means of aesthetic and narrative strategies adopted. To this end, we seek to the theoretical slope Greimas in semiotics, so that, from the three levels of text presented and developed by its principal authors, one can analyze the semantic universe that creates such a mark, always seeking to establish links instigation of affection and desire - as befits a brand. In addition to the analysis integrate the contributions of the main contemporary theories of consumption, in order to explain the centrality assumed that brands exercising their fundamental semiotic mediation.