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A influĂȘncia do tom humorĂstico na efetividade de narrativas ambientais
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| 1.39 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Em paralelo com a urgĂȘncia crescente de uma sociedade capaz de se comportar de forma sustentĂĄvel, expande-se a necessidade de um investimento em estratĂ©gias de comunicação que propiciem um consumo responsĂĄvel em defesa do meio ambiente. O medo Ă© uma das emoçÔes mais evocadas em campanhas inseridas no contexto de promoção de causas e valores de interesse geral para a sociedade - publicidade social-, ainda assim, o impacto de outro tipo de estĂmulos neste contexto deve ser analisado. A presente dissertação incide sobre a influĂȘncia do tom humorĂstico na efetividade de narrativas publicitĂĄrias de cariz ambiental. De forma a cumprir este objetivo, foram conduzidos dois tipos de anĂĄlise: uma quantitativa, com recurso a um questionĂĄrio, e uma qualitativa, a partir de entrevistas realizadas a diretores criativos. A anĂĄlise quantitativa permitiu estudar dois anĂșncios de tonalidades diferentes, um dramĂĄtico e outro humorĂstico, relativamente Ă Atitude em relação ao anĂșncio, Atenção geral, Recordação, Intenção de partilha e Intenção comportamental, e foram testados alguns efeitos preditivos. Os resultados demonstraram a efetividade da narrativa humorĂstica, ainda que a dramĂĄtica tivesse evidenciado superioridade em quase todas as dimensĂ”es em estudo. No fim, sĂŁo discutidos os resultados da anĂĄlise quantitativa, a partir da sua integração com a teoria existente e com os insights extraĂdos das entrevistas realizadas.
In parallel with the growing urgency of a society capable of behaving in a sustainable manner, the need for an investment in communication strategies that promote responsible consumption in defense of the environment, expands. Fear is one of the most evoked emotions in campaigns within the context of promoting causes and values of general interest to society â social advertising -, yet, the impact of other stimuli in this context must be analyzed. This dissertation focuses on the influence of the humorous tone on the effectiveness of advertising narratives of environmental nature. In order to fulfill this objective, two types of studies were conducted: a quantitative one, with the application of a questionnaire, and another qualitative, based on interviews to art directors. The quantitative analysis allowed us to study two ads of different emotional tones, one dramatic and another humorous, regarding Attitude towards the ad, General attention to the ad, Recall, Intention to forward, and Behavioral intention, and some predictive effects were tested. The results demonstrated the effectiveness of the humorous narrative, although the dramatic one had shown superiority in almost all dimensions under study. In the end, the results from the quantitative analysis are discussed, integrating them with the existing theory previously presented, as well as with the insights extracted from the interviews.
In parallel with the growing urgency of a society capable of behaving in a sustainable manner, the need for an investment in communication strategies that promote responsible consumption in defense of the environment, expands. Fear is one of the most evoked emotions in campaigns within the context of promoting causes and values of general interest to society â social advertising -, yet, the impact of other stimuli in this context must be analyzed. This dissertation focuses on the influence of the humorous tone on the effectiveness of advertising narratives of environmental nature. In order to fulfill this objective, two types of studies were conducted: a quantitative one, with the application of a questionnaire, and another qualitative, based on interviews to art directors. The quantitative analysis allowed us to study two ads of different emotional tones, one dramatic and another humorous, regarding Attitude towards the ad, General attention to the ad, Recall, Intention to forward, and Behavioral intention, and some predictive effects were tested. The results demonstrated the effectiveness of the humorous narrative, although the dramatic one had shown superiority in almost all dimensions under study. In the end, the results from the quantitative analysis are discussed, integrating them with the existing theory previously presented, as well as with the insights extracted from the interviews.
Description
Keywords
Storytelling Humor Publicidade Marketing social Ambiente Efetividade