Organic food package: Signs between identity and conventions

Authors

  • João Batista Freitas Cardoso Universidade Municipal de São Caetano do Sul
  • Luiz Gustavo Rodrigues Universidade Paulista (UNIP)

DOI:

https://doi.org/10.4013/fem.2015.171.10

Abstract

This paper aims at studying packaging as an element of communication in the organic products’ sector. For this, two packs of organic products are analyzed, one belonging to a non-organic line and another produced by an exclusive brand of organic products. As a result of the analyses, it is clear that the elements that compose the packages are defined based on a series of conventions: category language, brand identity, or stereotypes related to the image of natural products. In order to perform the analysis, Charles S. Peirce’s semiotic theory was used.

Keywords: packaging, organic product, visual semiotics.

Author Biographies

João Batista Freitas Cardoso, Universidade Municipal de São Caetano do Sul

Doutor e Mestre em Comunicação e Semiótica pela PUC-SP com Pós-doutorado pela ECA-USP. Professor no Programa de Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul (USCS) e nos cursos de publicidade das universidades Mackenzie e Santa Cecília. Líder do Grupo de Pesquisa "O Signo Visual nas Mídias" (CNPq) e coordenador dos GTs Práticas Interacionais e Linguagens na Comunicação (COMPÓS) e Discurso y Comunicación (ALAIC). Autor dos livros "A semiótica do cenário televisivo" (Annablume/FAPESP) e "Cenário Televisivo: linguagens múltiplas fragmentadas" (Annablume/Fapesp). Coorganizador do livro "Mutações da Cultura Midiática" (Paulinas).

Luiz Gustavo Rodrigues, Universidade Paulista (UNIP)

Mestre em Comunicação pelo PPGCom da USCS. Designer de embalagem com formação pela UNISANTA. Professor na UNIP, UNISANTA, UNISANTOS e UNIMONTE.

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Published

2015-02-25

Issue

Vol. 17 No. 1 (2015): January/April

Section

Articles

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