A inter-relação da arte, design e marca: Tarsila, a artista e o perfume

• Ano de defesa: 2006
• Autor(a) principal: Penkal, Sandra
• Orientador(a): Rizolli, Marcos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso embargado
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Palavras-chave em Português: arte; Tarsila do Amaral; design; marca; semiótica
• Palavras-chave em Inglês: art; Tarsila do Amaral; design; mark; semiotics
• Área do conhecimento CNPq: CNPQ::LINGUISTICA, LETRAS E ARTES::ARTES
• Link de acesso: http://dspace.mackenzie.br/handle/10899/24885

The aim of this work is to study and make a reflection about the interrelation among the art, the design of products and the commercial marks of the current Cultural Industry. As a research object, the signic dimension of the Manacá/1927 image of the painter Tarsila do Amaral is considered, applied to the product marks of a company of cosmetics and perfumery section of the Brazilian market ( O Boticário ). It can be understood that in all of the times, human groups always used expression behaviors, sense manifestation and social communication, and other language ways. Therefore, the structure of this dissertation is based on a semiotic vision and of the construction of a commercial mark, through the use of artistic sources as symbolic elements that join and enlarge its value. Strong symbols confer a larger link and structure to a mark identity, giving it an easier and fast of being recognized and reminded. Great part of the Brazilian industries, in the most different sections, still doesn t possess a tradition in the use of a design based in elements typically national, resulting, this way, in the reproduction of concepts developed by other countries. Recently, however, some segments already use resources and national data in the conception, creation and development of consumption products. This way, starting from the interchange among art X design to the design X art, including the process of decoding of the work, the public can be moved toward the artistic culture and the national design can be solidified with investments to create and produce products, as demonstrated in this work.