Sorrir é o melhor remédio: o consumo de apelos estésicos para engajar o consumidor na categoria oral-care

Abstract

This research seeks to identify and understand the phenomenon of sign displacement between different segments of the oral care product category. Being segments with completely different purposes, with one of them focused on daily hygiene and the other on oral health, for which reasons we seek to transfer signs of refreshment, youth and joy typical of the first to another for which technical information should be sufficient. To answer this, we seek to understand the functioning of consumer culture – the culture of our time, its historical path, how it operates within the capitalist system. In this work, we also analyze the psychological and sociological aspects related to consumer behavior, their sensitivity to aesthetic appeals, the cult of the body and beauty. The instrument adopted to analyze and understand signs and the way in which their displacement is operated by marketing and communication strategies is semiotics as developed by the North American philosopher Charles Sanders Peirce, a theory whose logical structure allows its application to any type of sign and is able to point out all possible semiosis. With this instrument it is possible to understand the associations that are built in the consumer's mind, carried out through signs, which allow the understanding of seduction and persuasion strategies