Emojis in advertising and its meanings for brands and consumers: typologies and questions

Authors

DOI:

https://doi.org/10.11606/issn.1984-5057.v10i2p15-26

Keywords:

Emoji, Advertising, Language, Semiotics, Cyberculture

Abstract

This study discusses about the use of emojis, focusing on the appropriation of these codes by brand communication. We have identified that emojis are used in advertising in different ways, with meanings being negotiated in a multidirectional way, and with increasing participation and collaboration of the public. Thus, we propose a typology for the understanding of the phenomenon, with a classification of uses of emojis in advertising based on Peircean semiotics and that distinguishes the possible strategies identified.

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Author Biographies

  • Bruno Pompeu, Universidade de São Paulo

    Doutor e mestre em Ciências da Comunicação pela Universidade de São Paulo. Publicitário formado pela Escola de Comunicações e Artes. Membro do Grupo de Estudos Semióticos em Comunicação, Cultura e Consumo.

  • Silvio Koiti Sato, Fundação Armando Álvares Penteado
    Doutor em Ciências da Comunicação pela Universidade de São Paulo. Publicitário formado pela Escola Superior de Propaganda e Marketing. Professor da Escola de Comunicação e Artes, Escola Superior de Propaganda e Marketing e Fundação Armando Alvares Penteado.

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Published

2018-07-12

Issue

Vol. 10 No. 2 (2018): Consumo e suas sensorialidades: do visual, do verbal e do olfativo

Section

ARTICLES

License

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.

Licença Creative Commons

 

How to Cite

Emojis in advertising and its meanings for brands and consumers: typologies and questions. Signos do Consumo, [S. l.], v. 10, n. 2, p. 15–26, 2018. DOI: 10.11606/issn.1984-5057.v10i2p15-26. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/145249.. Acesso em: 19 jul. 2024.