The colour blue in the signs of the film Avatar

Abstract

This article brings together two approaches: a semiotic one, in the analysis of the blue colour in the film Avatar, and a legal one, in the examination of the trademarks of the symbolic objects, based on article 122 of Law No. 9,279/96, which defines what may be registered as a trademark under Brazilian law. This research aims to verify the effects of the blue colour of these trademarks and how they may enable the most varied interpretations by the target audience. The choice of the film genre results from the fact that it is a genre that is more accessible to the viewer, since Avatar expresses a substantial leap in the application of the 3D format. The starting point is the conception that considers the trademark and its expressions as mediators of elements of different natures, not only of a product or service, but also of culture, of the vision of leaders, of a relation of value with its public. The methodological procedures used were the bibliographic review and the analysis of symbolic elements and trademarks present in the selected film, which constituted the corpora of the work.