ETDs @PUC-Rio
| Título: | THE LABEL IS THE BEER: THE INNOVATIVE LANGUAGE OF LABELS OF THE CONTEMPORARY CRAFT BEERS | ||||||||||||
| Autor: |
JADER MATTOS DE AGUIAR |
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| Colaborador(es): |
VERA LUCIA MOREIRA DOS SANTOS NOJIMA - Orientador FREDERICO BRAIDA RODRIGUES DE PAULA - Coorientador |
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| Catalogação: | 06/DEZ/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=28337&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=28337&idi=2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.28337 | ||||||||||||
| Resumo: | |||||||||||||
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This dissertation is the research result about the language of the craft beers
labels. It was observed that circulate simultaneously in the Brazilian market, beers
using on the design of the labels a traditional language, marked by a style that has
been repeated over time and others that do not adhere to the conservation of this
standard, taking an innovative language. We work under the hiposesis that a
innovative label, unlike of the traditional is characterized by opposition of
repetition. Based on Peirce s semiotics, taking as an analytical tool, the
dimensions semiotic of language of William Morris, we sought to highlight the
syntactic, semantic and pragmatic aspects that characterize the innovative
language of the labels of contemporary craft beers.
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