Estratégias publicitárias e produção de sentido: entre os multimeios e o cross media

Abstract

In recent years advertising has experienced a strategy that is very distinct from the dominant initiative of the last decades: the elimination of the unique communication concept, replicated in all of the media according with their specificities (multimedia strategy), in order to develop own concepts dedicated exclusively to each medium and consumer segment, in a fragmented strategy called cross media. This paper aims to analyze, under the discursive semiotics theory, both of the advertising strategies in their relationship with the production of meaning, attempting to illuminate marketing processes such as brand, branding and market segmentation, from perspectives beyond those usually used in marketing departments and their advertising agencies.