O papel da semiótica na motivação de consumo do perfume por mulheres brasileiras

Abstract

This research highlights the three dimensions of meaning of perfume consumption by Brazilian women, in the current social context, through the signs of Freshness, Distinction and Seduction. It is understood that the motivation for choosing a perfume is the result of a personal, emotional and cultural process. When the first contact with the perfume is visual, and not olfactory, a set of codes, prior to the olfactory experience, works as an attraction for the experimentation of the perfume. Furthermore, the relationship between smell, emotion and memory is complex, suggesting many hypotheses that, despite varying from culture to culture, end up coming together at some points. The project will be methodologically guided by historical information on fine perfumery from the 18th to the 21st century, and guided by semiotic analysis, through studies of social signs such as sophistication, status, belonging, empowerment, seduction, and also social studies, focusing on the female empowerment movement and the de-objectification of women. The research brings as its main theoretical reference, in philosophy, Chantal Jaquet (The philosophy of odor); in history, Howes et Synnott (Aroma, The Cultural History of Smell); in semiotics, Lucia Santaella (Applied Semiotics); in consumption, Daniel Miller (Trecos, Treços e Coisas), as well as several other studies and articles, as well as research reports conducted by the perfume industry, when publicly available