Submitted by Leda Lopes (ledacplopes@hotmail.com) on 2017-08-09T16:31:24Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Paulo_Roberto_C. C._Junior_Dissertação.pdf: 25343408 bytes, checksum: bd9e991bd63311027678aa102b2dedb6 (MD5) / Approved for entry into archive by Aline Batista (alinehb.ufpel@gmail.com) on 2017-08-10T20:55:08Z (GMT) No. of bitstreams: 2 Paulo_Roberto_C. C._Junior_Dissertação.pdf: 25343408 bytes, checksum: bd9e991bd63311027678aa102b2dedb6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Aline Batista (alinehb.ufpel@gmail.com) on 2017-08-10T20:56:58Z (GMT) No. of bitstreams: 2 Paulo_Roberto_C. C._Junior_Dissertação.pdf: 25343408 bytes, checksum: bd9e991bd63311027678aa102b2dedb6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-08-10T20:57:10Z (GMT). No. of bitstreams: 2 Paulo_Roberto_C. C._Junior_Dissertação.pdf: 25343408 bytes, checksum: bd9e991bd63311027678aa102b2dedb6 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-04-01 / A pesquisa “CaligrafiAsnoum: graffiti, caligraffiti e criação de signos visuais” desenvolvida junto ao Mestrado em Artes Visuais, na UFPel, considera os processos de criação produzida em três momentos relativos a trajetória como artista/graffiteiro: no graffiti enquanto estatuto da linguagem e da expressão visual, a representação dos signos alfábeticos sem a intenção de sua legibilidade, aborda questões históricas sobre o seu surgimento, autoria e inclusão social; no calligraffiti como um novo estilo de trabalho que envolve a escrita caligráfica e o graffiti, momento em que o significado da palavra passa a interessar como escrita verbal; e na elaboração de novos signos visuais, uma recodificação do código alfabético criando uma visualidade/linguagem própria, onde o sentido do que está escrito fica em segundo plano, interessando nesse momento a visualidade da escrita. Interessa à esta pesquisa reconhecer ligações, características e elementos presentes na elaboração dos trabalhos desenvolvidos entre 2002 e 2016. / The research “CaligrafiAsnoum: graffiti, calligraffiti and creation of visual signs” developed in the Master’s degree in Visual Arts, at UFPEL, reflects the process of creation produced in three moments of my history as artist/graffiti artist: in grafitti as language and visual expression, the representation of alphabetic signs without the intention of legibility also approaches an historical questions about concepcion, authorship and social inclusion; in calligraffiti as a new work style, that involves the writing calligraphic and the graffiti, when the meaning of the word starts to work as a verbal writing; and in the development of new visual signs, a recoding of alphabetic code creating a visuality/language, where the meaning of what is written remains in the second plan, and the focus is the visuality written. Interest to this research recognize links, features and elements present in the preparation of the work done between 2002 and 2016.

This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.