A decade of mobile telephony consumption reflected in the advertising of a brand

Authors

  • Silvio Koiti Sato FAAP

DOI:

https://doi.org/10.11606/issn.1984-5057.v4i2p253-268

Keywords:

mobility, cell phone, advertising, semiotics, branding

Abstract

In this article, we reflect on the rapid development of mobile telephony in Brazil in the last decade. By analyzing the advertising of the sector in this period, we identified how changes in the competitive scenario and the services offer are reflected in brand communication. The analytic roadmap was based on the General Theory of Signs of Charles Sanders Peirce and enabled us to identify situational differences and changes in potential meanings created by advertising.Keywords:

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Author Biography

  • Silvio Koiti Sato, FAAP
    Doutorando e Mestre em Ciências da Comunicação pela ECA-USP. Especialista em Administração de Empresas pela EAESP/FGV-SP. Bacharel em Comunicação Social pela ESPM-SP. Bolsista CAPES. Professor da Faculdade de Comunicação da FAAP.

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Published

2012-12-04

Issue

Vol. 4 No. 2 (2012): Cultura, criatividade e consumo: espaços simbólicos em diálogo

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

SATO, Silvio Koiti. A decade of mobile telephony consumption reflected in the advertising of a brand. Signos do Consumo, [S. l.], v. 4, n. 2, p. 253–268, 2012. DOI: 10.11606/issn.1984-5057.v4i2p253-268. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/50876.. Acesso em: 21 nov. 2024.