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Publication
A influência do storytelling audiovisual no tempo de atenção do consumidor durante a visualização de uma peça publicitária nas redes sociais
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Advisor(s)
Abstract(s)
O conceito de attention span do ser humano tem gerado um certo
debate entre investigadores de várias áreas científicas, com
alguns a afirmar que este se encontra a diminuir, outros a
considerar que está a aumentar ou, até mesmo, que varia
consoante a tarefa e interesse. Este cenário desafia então a
publicidade, que precisa de se destacar num ambiente saturado e
captar a atenção de um consumidor cada vez mais seletivo.
É neste contexto, que estratégias como o storytelling enfrentam
alguma resistência, devido à escassez de atenção e ao cansaço
causado pelo excesso de estímulos publicitários.
Esta investigação visa compreender em que medida o
storytelling publicitário influencia o tempo de atenção do
consumidor durante um filme publicitário audiovisual nas redes
sociais.
Para responder a esta questão, foi aplicado um questionário a
uma amostra por conveniência, com o objetivo de perceber a
opinião dos consumidores perante dois tópicos: os seus níveis de
atenção e o tipo de publicidade que consomem e preferem.
Os resultados provenientes do questionário mostram que, fatores
como a banda sonora da peça, personagens marcantes e
verosimilhança no enredo se apresentam como as características
mais relevantes a ter em conta para manutenção da atenção dos
utilizadores durante a visualização de um anúncio audiovisual na
internet.
The concept of human attention span has generated some debate among researchers from various scientific areas, with some claiming that it´s decreasing, others considering that it´s increasing or even that it varies according to the task and interest. This scenario challenges advertising, which needs to stand out in a saturated environment and attract the attention of an increasingly selective consumer. It is in this context, that strategies such as storytelling face some resistance, due to the lack of attention and fatigue caused by excessive advertising stimuli. This research aims to understand to what extent advertising storytelling influences the consumer's attention span during an audiovisual advertising film on social media. To answer this question, a questionnaire was applied to a convenience sample, with the aim of understanding consumers' opinions on two topics: their attention levels and the type of advertising they consume and prefer. The results from the questionnaire show that, factors such as the soundtrack, striking characters and verisimilitude in the plot are the most relevant characteristics to be considered to maintain users' attention when viewing an audiovisual advertisement on the internet.
The concept of human attention span has generated some debate among researchers from various scientific areas, with some claiming that it´s decreasing, others considering that it´s increasing or even that it varies according to the task and interest. This scenario challenges advertising, which needs to stand out in a saturated environment and attract the attention of an increasingly selective consumer. It is in this context, that strategies such as storytelling face some resistance, due to the lack of attention and fatigue caused by excessive advertising stimuli. This research aims to understand to what extent advertising storytelling influences the consumer's attention span during an audiovisual advertising film on social media. To answer this question, a questionnaire was applied to a convenience sample, with the aim of understanding consumers' opinions on two topics: their attention levels and the type of advertising they consume and prefer. The results from the questionnaire show that, factors such as the soundtrack, striking characters and verisimilitude in the plot are the most relevant characteristics to be considered to maintain users' attention when viewing an audiovisual advertisement on the internet.
Description
Keywords
Marketing de conteúdo Storytelling Redes sociais Attention span Atenção Publicidade