A Dona Flor da Forum: publicidade, desejo e consumo

Abstract

The Summer 2004 collection of clothes designed by the Brazilian griffe Forum was developed under the theme Dona Flor e seus dois maridos, the novel written by Jorge Amado. The collection’s publicity campaign explored the referred thematic. This article aims at studying aspects of the segment of the campaign published by Folha de S. Paulo newspaper, analyzing the meaning effects produced - emphasizing the ones related to desire motivation and to the dimension of the gap situated between the longing for stage and the enjoyment, the pleasure phase. The installation and the satisfaction of desires are, both, significant instances to the field of studies concerning publicity and consumption. In this perspective, the gap which lays between the desired and the accomplished object - between the announcer’s promises and the consumer’s final acquisition - may be pregnant with relevant information.