Vitrine e território: estudo sobre uma vitrine de dermocosmético na capital do Espírito Santo

This article presents an analysis of the discourse of a dermocosmetic display window in the capital of Espírito Santo from October 2024 to January 2025, based on plastic semiotics and discursive semantics, in addition to recovering Floch's axiology (2014). The aim is to understand how meanings are generated in the construction of a display window and how it proposes to establish a dialogue with passersby. This allows us to perceive the development of a strategy and identity for the brand over time, which fluctuates with the needs of passersby and the retailer's schedule.