143
Revista da ESPM – Março/Abril de 2002
ABSTRACT
This article analyses advertising that use female nudity, focusing on the different meanings
given to the female figure. Two advertisements are compared, Dove chocolate and Molico yogurt,
making use of discursive semiotics.
The two pieces offer different pleasures and satisfy different motivations. The author argues
that Dove sells because of what it is, while Molico sells for what it does. These different effects are
made through the use of form and content. In the Dove advertisement, the woman-chocolate
seduces into consumption by offering the woman’s body to the taste of the spectator. Molico
shows a woman whose body is the result of a conscious effort to please. Each case appeals to a
different target, who will act according to the use of the body that is so common in advertisement.
NUDE AND CRUDE – The female body in food products advertising
P. 39
ANGELA DETANICO
ABSTRACT
The author analysis Boticario’s campaign, developed by Talent Bis, an ad released in Revista Veja, on
October 6
th
, 1999, linking the tale’s narrative and structure. The child usually reads Boti’s book several
times, plays with Boti’s sponge in the bath, uses bathing products and receives information from Boti’s
ecological club. That way, she can give new meaning to the contact with nature through ecology. This
contact stimulates the kid to act as a citizen. To touch all these topics: present and future, the child’s
universe, ecology, and attractive products, in one single campaign, requires a genius with a profound
understanding of a child as a consumer.
PEOPLE WHO KNOW CHILDREN: BOTICARIO’S “BOTI” CAMPAIGN
P. 44
ANA LÚCIA BRANDÃO
ABSTRACT
The author gives a historical context of today’s most widely discussed strategic management tool. The
text shows how BSC was born and how it changed into a management instrument composed by financial
and non-financial indicators, until it became a management model that puts strategy as the key topic in the
agenda of the organization.
BALANCED SCORECARD – FROM THEORY TO PRACTICE
P. 27
ALEXANDRE MATHIAS
English abstracts
