ABSTRACT

This research has the publicity of Handred Summer 2018 collection, published on Vogue-Brazil website as the object of study. From the French semiotic perspective, the elements of the expression plane in its articulations with the content plane were approached, which made possible to highlight the significant totality of the discourse in its effort to reiterate the construction of the concept of the brand. The methodology of analysis proposed by discursive semiotics was used, especially regarding the syncretic character of this type of text, which relates different homogenized languages in the plastic of the advertisement. Through the analysis, it can be concluded that the homologations between the expression and the content engendered in the discourse operated the construction of simulacra of recipients neutralized as to the gender roles predicted in the fashion system, reinforcing the position and the genderless concept proposed by the enunciator Handred in their different discursive manifestations.