A semiosfera da felicidade: lampejos e trajetos da marca publicitária no espaço do comércio informal

Abstract

This study belongs to the area of Social Communication, being qualitatively oriented and concomitantly exploratory, descriptive and interpretative in character. It emphasizes the consumption of advertising brands in informal commerce, the environment from which the building of happiness meanings starts. Giving up on the solidity of an object – to the point which it is not defined solely as either (1) a study on advertising brands in informal commerce areas that trigger happiness meanings, or exclusively as (2) a pondering over the appropriations of such meanings by flea market consumers, which causes a complete shift from the study of brand support towards the reception area , we migrate from a concrete entity towards another, which is fluid, seeking to build a “time/space” based on the brand-receptor relation. The delineation of a meeting space, taken as a synthesis of the understanding of communication as support and of communication as a social and cultural process, is pursued here. This study therefore ad