06 comy exp - contexto
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Comunicación y ExpresiónClase 6: Comunicación y Contexto
Campus Creativo UNAB – 2013Prof. Elizabeth Cruzat
Prof. María Luz Vargas M.
Prof. Marcelo Luis B. Santos
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Comunicación y contexto
¨La comunicación no es lo que dices,
es lo que el otro entiende¨
David Ogilvy
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Conceitos básicos:
C. S. Peirce
Interpretante
Signo
TRÍADE
Objeto
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Conceitos básicos:
C. S. Peirce
Interpretante > Signo
Signo
TRÍADE
Objeto
Interpretante
TRÍADE
Objeto
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¿En que piensan?
Cancer
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constelación
signo del zodiaco
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SanitarioSala de baño
Objeto de arte Museo
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Cruz Gamada
¿A qué refiere este símbolo?
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Rupturas Semióticas
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Rupturas Semióticas
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Rupturas Semióticas
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Resignificación
• Temporal
• Territorial
• Cultural
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Resignificación
• Temporal: a lo largo del tiempo se cambia la interpretación de un signo
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Diploma = ???
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Resignificación
• Territorial: diferentes lugares le remiten diferentes significados a un signo
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¿Oriente u occidente?
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Qué significa para un chileno:
• Araña
• Serpiente
• Clima ¨fresco¨
• Negro
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Resignificación
• Cultural: diferentes entornos culturales remiten a diferentes interpretaciones del signo
– Idioma: ‘embrazada’, ‘exquisito’, ‘tervisex’
– Gastronomía: palta, papaya, coca
– Religión: cruz, esvástica,
– Mitología: serpiente, colores
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Tergiversación: Manipulación de Contexto
• ¨Saborizante idéntico al natural¨
• Bebida ¨Light¨
• Alteración sutil de los signos:
– Empaques más chicos, precio igual
– Muchos ingredientes, uno es principal
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¡Éjale! Más barato
¿Será?
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¿Fruit Punch?
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Observen este envase -->
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Realidad vs Signo¿Cuál es Identidad? ¿E Imagen?
http://www.youtube.com/watch?v=ZiGKdcbAg_U
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http://www.youtube.com/watch?v=d0WCmSgWaro
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Marlboro: ¡es para chicas!
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Pero...
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Imagen y Reputación
¨La reputación, ahora,
es el alma del negocio¨
Mário Rosa: ¨A Reputação na velocidade do pensamento:
Imagem e Ética na Era Digital¨