Abstract
In this work, we analyzed two product lines of the Brazilian brand Salon Line: Todecacho, directed to afro and curly hair; and Meu Liso, for straight hair. The objective is to identify, through the semiotics of brand expressivity (PEREZ, 2017) the signic potential contained in the names of the product lines and their respective slogans, based on Brazilian society’s cultural repertoire. The results of the analysis point to reinforcements of racist structures, both in name and in the slogan, since Todecacho affirms a transience of the hair, an important element of black identity affirmation, while Meu Liso demonstrates the idea of possession and permanence of the straight hair.
Keywords
consumption; brands; identity; racism