Significado, desejo e consumo: dinâmicas e estratégias semióticas de atribuição de valor

This article seeks to understand the complexity of the interrelations between the processes of signification and the formation of desire in consumer culture. Through an approach based on Peircean semiotics, it seeks to explain in depth the conceptual foundations of the transfer of symbolic value to consumer goods, highlighting the dynamics of attribution of these values, showing the relationship between the subject of desire and the interpretants generated in the process of semiosis, revealing the logical and formal structure of the strategies that arouse desire and guide the actions and decisions of the consumer. Finally, the role of semiotics is considered both in the manipulation of these meanings and in the understanding of the aspects of consumer culture that need to be improved.