Abstract:

This paper is divided into three parts. The first one presents the semiotical concepts employed and the presence of signs in human communication. The purpose of this part is to lay the theoretical basis of the study developed. The second part is focused on a discussion on the role of consumption and of advertising, so as to outline those issues in the light of semiotics. The third part presents the form of sign classification so as to provide the guidelines for the creation of a map for the reading and the analysis of advertising campaigns, based on the theoretical assumptions and in the elaboration of a map for reading and analysis of the same campaign in the light of the consumer/reader. The creation of the map in the light of the consumer is undertaken on the basis of the market research qualitative method - thorough interviews - together with the sign classification previously proposed. The confrontation between those two maps enables a reading that will help in the Pre and Post-Testing stages, in the sense of detecting deviations in the reading of the campaign/message conveyed, as well as identifying clues for eliminating occasional noises in the communication.