Resumen

BOSCAN, Juan Pablo  y  MENDOZA, María Inés. Semiotic Analysis of Perfume Publicity. Revista de Ciencias Humanas y Sociales [online]. 2004, vol.20, n.45, pp.47-58. ISSN 1012-1587.

This work presents the study of the publicity discourse on perfumes, in order to characterize this non standard form of trademark publicity, as a function of their iconic particulars. As the object of study, 36 perfume advertisements (18 men and 18 women fragrances) published in the magazines of international circulation were selected from, Perfumes, Vanidades, Cosmopolita, Tu Internacional and Buen Hogar. The research was based on semiotic analysis of the cogitative form and is based on the theories of Péninou (1976), Baraduc (1993), Carreto H. (1997). The results of the research show a strong tendency to favor images bearing a high degree of iconicity and representation, based on the aesthetics and the plastic beauty of the photographic techniques; an intense load of meanings which act on the plane of profound motivations, which are difficult to express in the text. A predominance of highly contrasting colors and of a high significance among the elements which compose the image, and the appeal to the universal language of the images to construct a history based on very few references and a great deal of imagination from the receptor is also incorporated.

Palabras clave : Publicity discourse; perfume advertisements; visual semiotics; speech analysis; semiotic analysis.