Semi-symbolism in the audiovisual advertisement: an analysis of Paint

Abstract

This study aims to analyzing the semi-symbolism in Paint, one of the advertisements for the campaign Colour like no other, launched by Sony for the line of LCD televisions Bravia, in 2006. Paint was awarded the Golden Lion in Cannes in 2007, surprising both by its complex production and by the numbers of its success: the significant increase in sales and more than a million hits to the product website. The megastructure involved in the production of Paint made ??public not only watch the advertisement but also seek for information about how it would - and if it would - be a spectacle of such proportions without the use of computer graphics. Thus, based on the principles of the plastic semiotics, mainly on the contributions of Jean-Marie Floch for the study of semi-symbolical relations – it means, the meaning generation processes that occur from the homologation between the content and the expression plans –, it is intended to discuss the implications of the plastic and the musical expressions for the composition of the audiovisual advertisement, which result in meaning effects of truth and authenticity, whose persuasive character is fundamental for establishing the fiduciary contract.