Análisis semiótico de la colección Bolsilibro de la editorial Bedout, en su construcción y consolidación de un discurso de marca

Abstract

The popularization of the book in Colombia has been a field little attended by the students of the advertising and graphic culture. Hence, the study of the Bedout publishing house as a promoter and example of a cultural industry is fundamental to cement this field of study. The Bolsilibros collection, initiated by Bedout in the 1960s, not only formulated editorial strategies to popularize the printed matter, it also served to configure an entire advertising system for brand development and promotion. By generating a network of correlations between visual and textual statements that in addition to positioning the Bolsilibros collection, it also consolidated Bedout's editorial brand discourse. To carry out this semiotic analysis, the magazine El Impresor will be taken as the source of the file, advertisements of the companies of the firm Bedout, covers and paratexts in general of three Bolsilibros selected as corpus. The conceptual framework will attack by means of several fronts the object of study: the images, illustrations and the elements of composition of a cover or an advertisement, from the visual rhetoric proposed by Roland Barthes; and the paratextual and textual elements from the descriptive methodology of Gérard Genette. This, understanding it from the reading like speech and device of Michel Foucault; as well as the identities generated by the discursive orders from Norman Fairclough. We will try with this analysis to find a methodology of study on the construction and consolidation of a brand discourse in a publishing company, through discursive statements to its reading public.