Neurosemiótica e as bases neuronais da semiose: uma aplicação às marcas e seus logótipos

Âmbito Geográfico Nacional; Internacional
Linha de Investigação Marketing, Inovação e Serviços
Investigadores José Paulo Santos
Referência UNICES-06-2017

The purpose of this research is to investigate the participation of a brain network which encompasses the frontal pole, precuneus cortex, and angular gyrus in the decoding of symbols (brands) in the brain. In Semiotics, the process of decoding the meaning of a sign, framed by the individual’s state of knowledge, is known as Pragmatics, or, better, Pragmaticism (Peirce, 1931). An application to brands and logos.