A PAIXÃO PELO BELO: A BUSCA DA FONTE DA ETERNA JUVENTUDE

Abstract

The main goal of the present essay is to analyze the patemical display of the subject impassioned by the beauty and in search of the eternal youth spring, shown in the advertisements of the anti-aging treatment, Prevage, launched in Brazil by Elizabeth Arden. This study is based on the French Semiotics Theory, especially on the studies concerning the semiotics of passion. The being modalization of the subject impassioned by the beauty modifies the state of the subject. Thus, it will be examined the passionate configurations present in the advertisement, considering its semantic organization and explaining the states of soul of the subject, modified through the advertisement.