Responsabilidad semiótica, Pierce como elemento de contraste: caso de estudio Ecopetrol

María Margarita Gutiérrez Gutiérrez

doi:10.30827/eticanet.v23i2.28419

GNC Artículos Categoría D (Publindex) · Artículos 2023 Acceso abierto

Responsabilidad semiótica, Pierce como elemento de contraste: caso de estudio Ecopetrol

Autores

María Margarita Gutiérrez Gutiérrez CUA correspondencia ORCID

Resumen

The research deals with the semiotic study of the last logo of the Colombian oil company, Ecopetrol S.A., addressing the Peircian concepts of the symbol and of the Immediate and Dynamic Objects, and the examination of the communications and messages that accompany it. From the theoretical-critical perspective and for a comprehensive analysis of the corporation's actions, the study of ethics, codes of ethics, regulation, co-regulation and advertising self- regulation is undertaken. With the previous framework, it was possible to assume the qualitative and quantitative review of the company's Corporate Social and Environmental Responsibility, concluding that the new logo symbol managed to transform the visual identity, reputation, increase brand value and spread an environmental and social image. responsible, which does not correspond to what is communicated in the logo and the environmental impacts it causes, in addition to incurring in "greenwashing".

Palabras clave

Responsible Advertising Dynamic Object Immediate Object Corporate Social Responsibility Effective Communications

Metadatos

Código institucional: PROD-2026-0188
DOI: 10.30827/eticanet.v23i2.28419 ↗
ISSN: 1695-324X
Revista: Etic@ Net
Indexación: JCR · C
Idioma: Español
URL oficial: https://revistaseug.ugr.es/index.php/eticanet/article/view/28419 ↗
Licencia: CC-BY-NC-SA Acceso abierto
Grupo(s): Sinergia digit@l (COL0151911)
Línea de investigación: Marketing Estratégico, Analítica y Comportamiento del Consumidor
Programa: Administración y Dirección de Empresas
Área OCDE: Ciencias Sociales
URI Minerva: https://sgi.redsummaeducation.education/minerva/item/189

Documento disponible Modalidad de publicación: Publicación completa. Descargar PDF ↗

Citar este recurso

APA 7 BibTeX RIS

María Margarita Gutiérrez Gutiérrez (2023). Responsabilidad semiótica, Pierce como elemento de contraste: caso de estudio Ecopetrol. Etic@ Net. https://doi.org/10.30827/eticanet.v23i2.28419

@article{MaraMargaritaGutirrezGutirrez2023,
  title   = {Responsabilidad semiótica, Pierce como elemento de contraste: caso de estudio Ecopetrol},
  author  = {María Margarita Gutiérrez Gutiérrez},
  year    = {2023},
  journal = {Etic@ Net},
  issn    = {1695-324X},
  doi     = {10.30827/eticanet.v23i2.28419},
  url     = {https://sgi.redsummaeducation.education/minerva/item/189}
}

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TI  - Responsabilidad semiótica, Pierce como elemento de contraste: caso de estudio Ecopetrol
AU  - María Margarita Gutiérrez Gutiérrez
PY  - 2023
JO  - Etic@ Net
PB  - Corporación Universitaria de Asturias
SN  - 1695-324X
DO  - 10.30827/eticanet.v23i2.28419
KW  - Responsible Advertising
KW  - Dynamic Object
KW  - Immediate Object
KW  - Corporate Social Responsibility
KW  - Effective Communications
LA  - es
UR  - https://sgi.redsummaeducation.education/minerva/item/189
ER  -

Uso

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