Mercado popular de Santa Maria: a estética das lojas de comércio popular e sua comunicação

Abstract

This study consist in a observing the visual strategies used in shop fronts of the popular commerce of Santa Maria - RS, analyzing which elements are used and their hierarchization, in order to identify the formation of an aesthetic pattern in the communication of this market - and that aims to persuade a target audience. For this end, after the ascertainment of the establishments at the popular commerce in Santa Maria, the analysis of the visual configuration of its shop fronts is carried out, observing the colors and forms used, besides the tension and the dimension of the elements present there.Through this observation, it will be possible to identify visual patterns that lead us to see a formation of na aesthetics at the popular commerce of Santa Maria. For this, we will rely on the methodological support of the Theory of Image, through the works of Arnheim (2005), observing the forms and the dimensiono f the objects; Kandinsky (1996) returning his studies to the aspects of color; and Villafañe (2006), analyzing the visual tension. In addiction, other authors such as Reis (2012) allow us to understand the brazilian popular market, in its various facets, and the formation of na aesthetics to itself.