NEW PUBLICATION

PAPER BY CIAC RESEARCHER PUBLISHED ON ‘REVISTA INTERNACIONAL DE FOLKCOMUNICAÇÃO’

The paper “Folkmarketing e semiótica: uma análise do uso de signos do universo LGBTQIA+ em ações de marketing” [Folkmarketing and semiotics: an analysis of LGBTQIA+ icons on marketing campaigns], by CIAC Researcher Thiago Garcia Martins, has been recently published on the issue “Estratégias de Folkmarketing na sociedade contemporânea“, of the magazine Revista Internacional de Folkcomunicação (Vol. 20, N44, 2022). The paper analyses the use of symbols/icons from the LGBTQI universe in marketing campaigns, specifically of the campaign #Eaitápronta? by Avon Brazil.

Icons of LGBTQIA+culture are used in different contexts by brands such as Santander and Avon. In this paper, the author analyses campaigns of organizations that use cultural icons to create meaning for the brand. Based on the concepts of folkmarketing and Peircean semiotics, Thiago Garcia Martins, focuses on the campaign #Eaitápronta?, which presents elements that deal with diversity and the LGBTQIA+ movement to create meaning for the brand, repositioning it in the market.

Revista Internacional de Folkcomunicação is a biannual magazine published by the Master Program in Journalism of Universidade Estadual de Ponta Grossa (Brazil). This magazine brings together papers in the fields of Applied Social Sciences, Communication, Human Sciences, Languages, and Linguistics.