Estratégias estéticas em comerciais de perfumes dirigidos por cineastas

The article analyzes perfume publicity directed by famous filmmakers, focusing stylish and aesthetic devices, as well as persuasive strategies common to them. Based on cinema, audiovisual and publicity theories, the analysis makes use of Peirce semiotic concepts and texts by Umberto Eco and Renato Barilli, among other theorists. Two publicity pieces are analyzed and compared: the short Chanel 5, directed by Baz Luhrmann (2004), in which Nicole Kidman co-acts with Rodrigo Santoro, and the commercial Gucci Guilty, directed by Frank Miller (2010), with Rachel Wood and Chris Evans.