Semiotics of brand of Procter & Gamble products in the movie “Minha Mãe é uma peça”

Abstract

This paper analyzes the advertisement strategy of branded content (DONATON, 2007) that stand out in "Minha Mãe é uma peça", most watched domestic brazilian film in 2013, using as analytical instrument the Peirce's semiotics. Brazilian cinema passes, since the last 20 years, for a period of growth, arriving in 2000's with a significant presence in the national culture. Year after year, Brazilian films stand out among the most watched in the country. That has contributed to the organization of cinema as industry, as in the case of movies made by Globo Filmes, for example. With a Brazilian film industry in formation, has been increasingly frequent integration of products, brands and advertising in the content of national films. The study analyzes the Branded Content strategy of Procter & Gamble products in the story. It is intended to verify the contribution of this strategy in expressivity of brand (PEREZ, 2004), in the construction of symbolic values to consumers.