ABSTRACT
The analysis proposed by this study is based on Greimas semiotics on the discursive construction of Ahlma clothing brand. The institutional presentation of the brand is taken as an object of study to understand how the strategies of meaning production converge to dialogue with contemporary youth culture. To do so, a brief discussion about the consumption and the construction of brands is proposed and in sequence the Generative Trajectory of Meaning is adopted as a methodological apparatus. The articulation of different levels of the model allows observing the thematization of the collective, the diversity and the new, mainly from the concept of “new era” approached by the brand. This concept is configured in the narrative effort with a greater appeal to the public, since the ideal of change is a euphoric value for these consumers.
