143
Revista daESPM –Março/Abril de 2002
ABSTRACT
This article analyses advertising that use female nudity, focusing on the different meanings
given to the female figure. Twoadvertisementsarecompared,DovechocolateandMolicoyogurt,
makinguseof discursive semiotics.
The two pieces offer different pleasures and satisfy different motivations. The author argues
thatDovesellsbecauseofwhat it is,whileMolicosells forwhat it does. Thesedifferent effectsare
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
showsawomanwhosebody is the result of a consciouseffort toplease. Each caseappeals toa
different target, whowill act according to theuseof thebody that is so common inadvertisement.
NUDEANDCRUDE –The femalebody in foodproductsadvertising
P. 39
ANGELADETANICO
ABSTRACT
Theauthor analysisBoticario’s campaign, developedby Talent Bis, anad released inRevistaVeja, 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 newmeaning 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
understandingof a childas a consumer.
PEOPLEWHOKNOWCHILDREN: BOTICARIO’S “BOTI”CAMPAIGN
P. 44
ANALÚCIABRANDÃO
ABSTRACT
Theauthor givesahistorical context of today’smostwidelydiscussedstrategicmanagement tool. The
text shows howBSCwas bornandhow it changed intoamanagement instrument composedby financial
andnon-financial indicators, until it becameamanagementmodel that putsstrategyas thekey topic in the
agenda of the organization.
BALANCEDSCORECARD –FROMTHEORYTOPRACTICE
P. 27
ALEXANDREMATHIAS
Englishabstracts
