Semiodiscursive analysis in marketing: A study on Longa Vida milk packages
DOI:
https://doi.org/10.11606/issn.1984-5057.v6i2p151-171Keywords:
consumption, semiotic, milkAbstract
This study examined, through semiotic, Longa Vida milk packages and consumer discourse with a sample of 128 packages and a focus group with consumers. It was observed synergy between packages symbols and meanings attributed by consumers, in which symbols configured as metaphors and human figures create a bond between product and consumer needs. The results link milk consumption to the welfare, quality assurance and provenance care needs.Downloads
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Published
2014-12-09
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
Semiodiscursive analysis in marketing: A study on Longa Vida milk packages. Signos do Consumo, [S. l.], v. 6, n. 2, p. 151–171, 2014. DOI: 10.11606/issn.1984-5057.v6i2p151-171. Disponível em: https://www.periodicos.usp.br/signosdoconsumo/article/view/105698.. Acesso em: 19 may. 2024.