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Publication
Narrativa audiovisual publicitária no Youtube: criação de modelo que condense a narrativa num produto curto e de grande impacto
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| 46.7 MB | Adobe PDF |
Authors
Abstract(s)
Atualmente, em 2024, a busca por visualizações de
anúncios como forma de pagamento em plataformas
digitais ditas gratuitas como o YouTube, entre outras,
converte-se num efeito negativo na audiência por se tratar
de algo intrusivo e inconveniente ao interromper, de forma
estratégica, o conteúdo que o utilizador pretende assistir.
Assim, existe uma tendência para que o anúncio não seja
assistido por completo a menos que seja obrigatório, o que
gera um desafio bastante complexo para os anunciantes na
medida em que a marca poderá não ser devidamente notada.
O presente projeto visa analisar o grau de sucesso dos
Youtube Ads face à síntese da narrativa audiovisual
publicitária de um mundo tendencialmente digital. O seu
propósito final destina-se à criação de um guião digital,
website interativo, destinado aos designers juniores, que
permita encurtar e condensar a narrativa num produto
audiovisual de curta duração e de grande impacto,
consoante os objetivos, mensagem e posicionamento das
marcas. Partindo das bases referidas por Bergström (2008),
pretende-se aprofundar e inovar a estratégia audiovisual, de
forma a otimizar a experiência do utilizador na plataforma.
A metodologia e análise de dados para o suporte do projeto
é qualitativa exploratória ao englobar tanto a revisão de
literatura como os estudos de caso de anúncios do Youtube
que serão implementados nos inquéritos audiovisuais,
estudando o público-alvo que se insere entre duas gerações
— Millennials e Z. O segmento prático do projeto inclui a
criação de um website interativo, recorrendo-se à exploração dos princípios do UX/UI (User Experience &
User Interface).
Nowadays, in 2024, the search for ad views as a form of payment on so-called free digital platforms such as YouTube, among others, has a negative effect on the audience because it is intrusive and inconvenient, strategically interrupting the content that the user wants to watch. Thus, there is a tendency for the ad not to be watched in its entirety unless it is mandatory, which creates a very complex challenge for advertisers in that the brand may not be properly noticed. The aim of this project is to analyze the degree of success of YouTube Ads in terms of synthesizing audiovisual advertising narratives in a digitally-driven world. Its ultimate aim is to create a digital script, an interactive website, aimed at junior designers, which will enable the narrative to be shortened and condensed into a short, high-impact audiovisual product, depending on the brand's objectives, message and positioning. Based on the foundations mentioned by Bergström (2008), the aim is to deepen and innovate the audiovisual strategy in order to optimize the user experience on the platform. The methodology and data analysis to support the project is exploratory qualitative, encompassing both a literature review and case studies of YouTube ads that will be implemented in audiovisual surveys, studying the target audience that falls between two generations - Millennials and Z. The practical segment of the project includes the creation of an interactive website, using the principles of UX/UI (User Experience & User Interface).
Nowadays, in 2024, the search for ad views as a form of payment on so-called free digital platforms such as YouTube, among others, has a negative effect on the audience because it is intrusive and inconvenient, strategically interrupting the content that the user wants to watch. Thus, there is a tendency for the ad not to be watched in its entirety unless it is mandatory, which creates a very complex challenge for advertisers in that the brand may not be properly noticed. The aim of this project is to analyze the degree of success of YouTube Ads in terms of synthesizing audiovisual advertising narratives in a digitally-driven world. Its ultimate aim is to create a digital script, an interactive website, aimed at junior designers, which will enable the narrative to be shortened and condensed into a short, high-impact audiovisual product, depending on the brand's objectives, message and positioning. Based on the foundations mentioned by Bergström (2008), the aim is to deepen and innovate the audiovisual strategy in order to optimize the user experience on the platform. The methodology and data analysis to support the project is exploratory qualitative, encompassing both a literature review and case studies of YouTube ads that will be implemented in audiovisual surveys, studying the target audience that falls between two generations - Millennials and Z. The practical segment of the project includes the creation of an interactive website, using the principles of UX/UI (User Experience & User Interface).
Description
Keywords
Publicidade Audiovisual Narrativa Síntese Youtube