The portrait of the city and its retailers in a semiotic approach

Abstract

The city is an important field for semiotic analysis, among other aspects, the retail impacts in the lives of its residents, in culture, in consumption and the image of the urban space. This work aims to point out the features of the discourse of the image in the city and the signs of culture as influenced by retail, and the indicators they do to promote consumption. Two images of the city of Londrina-PR are compared, both taken at the same location one from the period of 1940-50 and the other of 2018. The analysis of the signs visible in these moments, allows for remarkable inferences about the role of the retail environment in the constitution of the urban spatiality.