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

Abstract

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".