Personagens virtuais na comunicação de moda: uma análise de Noonoouri no Instagram

• Ano de defesa: 2025
• Autor(a) principal: Boccuzzi, Rogério Luiz
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Castro, Gisela Grangeiro da Silva , Oliveira, Adriana Lima de , Carrascoza, João Anzanello
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; personagens virtuais; moda; Instagram; semiologia
• Palavras-chave em Inglês: communication and consumption; virtual characters; fashion; Instagram; semiolog
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/855

This dissertation investigates the use of virtual characters in advertising for fashion brands on Instagram, with the aim of understanding how these digital agents act in contemporary communication strategies. The research adopts a qualitative approach and combines exploratory, bibliographical and empirical research procedures, including semiotic analysis of images, based on Roland Barthes' studies on denotation and connotation. The study's empirical object is the virtual character Noonoouri, whose doll-like appearance stands out in an environment where hyper-realistic aesthetics prevail. A Barthesian analysis was carried out of a selection of publications made on this profile's Instagram between February and April 2024. As a result, it is evident that the use of virtual characters allows for almost unlimited creative exploration, using artifice and playfulness as promotional strategies. It is an alternative for the symbolic consumption of fashion brands. These characters function as symbolic devices that expand the aesthetic and commercial possibilities of brands, while reflecting a search for differentiation, uniqueness and connection with audiences. The research contributes to studies in communication, fashion and consumption by highlighting the role of virtual characters as new forms of mediation between brands and consumers in the digital ecosystem.