Between the permanent and the transitory: A semiotic analysis of the Todecacho and Meu Liso brands

Authors

Keywords:

consumption, brands, identity, racism.

Abstract

In this work, we analyzed two pro- duct lines of the Brazilian brand Salon Line: Todecacho, directed to afro and curly hair; and Meu Liso, for straight hair. The objective is to identify, through the semiotics of brand expressivity (PEREZ, 2017) the signic potential contained in the names of the product lines and their respective slogans, based on Brazilian society’s cultural repertoire. The results of the analysis point to reinforcements of racist structures, both in name and in the slogan, since Todecacho affirms a transience of the hair, an important element of black identity affirmation, while Meu Liso demonstrates the idea of possession and permanence of the straight hair.

 

Author Biographies

Pablo Moreno Fernandes, Universidade Federal de Minas Gerais

Doutor em Ciências da Comunicação pela ECA-USP, professor do Programa de Pós-graduação em Comunicação Social da UFMG. Docente do Departamento de Comunicação Social da UFMG.

Dalila Maria Musa Belmiro, PUC Minas

Mestre em Comunicação Social e Publicitária pela PUC Minas

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Published

2021-07-07

Issue

No. 46 (2021)

Section

Artigos | Articles

License

I cede the copyrights to publication of my article to Galaxia journal and will consult the journal’s scientific editor should I decide to republish it later in a book.