Loading...
Publication
Breve reflexão sobre colaborações entre agências de publicidade em Portugal e Angola através do conceito de lusofonia
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.98 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O relatório, com o título Breve Reflexão sobre Colaborações
entre Agências de Publicidade em Portugal e Angola através
do conceito de Lusofonia, enquadra e analisa alguns dos
desafios com que as agências de publicidade em Portugal se
deparam quando comunicam para o mercado angolano, e que
pude constatar no âmbito do estágio curricular que realizei,
entre setembro de 2022 e janeiro de 2023, na agência de
publicidade Creation Agency, em Lisboa. A partir de uma
seleção de projetos que desenvolvi nesta agência e em estreita
relação com a sua correspondente em Luanda, reflito sobre,
para melhor compreender, os desafios que se colocam na
criação de produtos de design e publicidade para a sociedade
angolana. Parece-me que dois dos maiores desafios que as
agências experimentam, estão relacionados com o facto de
Portugal e Angola partilharem a mesma língua oficial, e de
estarem enquadrados num conceito de lusofonia, mas de
apresentarem realidades culturais distintas, que influenciam a
forma de fazer e receber design e publicidade. O outro grande
desafio em mãos refere-se às características e à qualidade da
comunicação que se estabelece entre as culturas institucionais
das agências envolvidas num processo de criação e empresarial
deste tipo. Com este relatório espero ter contribuído para uma
compreensão mais apurada das exigências e especificidades da
comunicação entre agências, no estimulante processo de
desenvolvimento de projetos de design e publicidade, entre
países associados ao conceito de lusofonia, como Portugal e
Angola.
The report, entitled Brief Reflection on Collaborations between Advertising Agencies in Portugal and Angola through the Concept of Lusophony, frames and analyzes some of the challenges that advertising agencies in Portugal face when communicating with the Angolan market, which I observed during my curricular internship at the Creation Agency advertising agency in Lisbon from September 2022 to January 2023. Based on a selection of projects I worked on in close collaboration with their counterpart agency in Luanda, I reflect upon and seek to better understand the challenges encountered in creating design and advertising products for Angolan society. It seems to me that two of the major challenges experienced by agencies are related to the fact that Portugal and Angola share the same official language and are framed within the concept of Lusophony but have distinct cultural realities that influence the way design and advertising are created and received. The other major challenge at hand relates to the characteristics and quality of communication established between the institutional cultures of the agencies involved in the creative and business processes. Through this report, I hope to have contributed to a better understanding of the demands and specificities of communication between agencies in the stimulating process of developing design and advertising projects among countries associated with the concept of Lusophony, such as Portugal and Angola.
The report, entitled Brief Reflection on Collaborations between Advertising Agencies in Portugal and Angola through the Concept of Lusophony, frames and analyzes some of the challenges that advertising agencies in Portugal face when communicating with the Angolan market, which I observed during my curricular internship at the Creation Agency advertising agency in Lisbon from September 2022 to January 2023. Based on a selection of projects I worked on in close collaboration with their counterpart agency in Luanda, I reflect upon and seek to better understand the challenges encountered in creating design and advertising products for Angolan society. It seems to me that two of the major challenges experienced by agencies are related to the fact that Portugal and Angola share the same official language and are framed within the concept of Lusophony but have distinct cultural realities that influence the way design and advertising are created and received. The other major challenge at hand relates to the characteristics and quality of communication established between the institutional cultures of the agencies involved in the creative and business processes. Through this report, I hope to have contributed to a better understanding of the demands and specificities of communication between agencies in the stimulating process of developing design and advertising projects among countries associated with the concept of Lusophony, such as Portugal and Angola.
Description
Keywords
Creation Agency Lusofonia Cultura angolana Design e publicidade Comunicação entre agências de publicidade