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Abstract This paper aims to clarify aspects of the relationship between the feminine and masculine in contemporary times. The corpus consists of the printed advertisements made for Melissa, a Brazilian brand of women´s shoes, of a series called “Melissa Tales”. To achieve said goal, we present the notion of postmodern brand, based on Lipovestky and Serroy and Semprini, and also one analysis of the brand as sign and one of the advertisement from Peirce's semiotics. Among the results, it is worth emphasizing that the fairy tale, although subverted, renews the initiatory evidence to the imaginary level, with what the brand, via advertising, offers the reconstruction of meanings and values that inhabit it. Downloads Download data is not yet available. Author Biography Maria Ogécia Drigo, Universidade de Sorocaba (Uniso) Doutora em Comunicação em Semiótica pela PUC/SP.

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