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Publication
A contribuição do design e da publicidade na preservação e revitalização do artesanato português: Projeto da marca Mila
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| 174.56 KB | Adobe PDF | |||
| 161.14 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Perante o atual panorama sociocultural, marcado pelas
constantes alterações do mercado e do comportamento do
consumidor, assiste-se à desvalorização das atividades artesanais
e ao iminente risco de extinção de determinadas artes e ofícios.
Face a esta situação, os artesãos procuram constantemente
preservar os métodos tradicionais de produção ao mesmo tempo
que se tentam reinventar, procurando novas formas de
comercializar os seus produtos e alcançar o seu público.
O objetivo desta investigação passa por entender de que maneira
o design e a publicidade podem contribuir para a preservação e
revitalização do artesanato português. Este estudo é constituído
por uma pesquisa qualitativa, composta por uma fase de coleta e
pesquisa de dados, seguida de uma análise de casos de estudo de
marcas artesanais portuguesas de decoração e/ou joalharia, e
respetiva etapa de entrevistas aos responsáveis. Em paralelo, foi
desenvolvida uma nova identidade visual e uma estratégia de
comunicação digital para a marca artesanal Mila.
Given the current sociocultural panorama, marked by constant changes in the market and consumer behavior, we are witnessing the devaluation of artisanal activities and the imminent risk of extinction of certain arts and crafts. Faced with this situation, artisans constantly seek to preserve traditional production methods while trying to reinvent themselves, looking for new ways to market their products and reach their audience. The objective of this investigation is to understand how design and advertising can contribute to the preservation and revitalization of Portuguese crafts. This study consists of qualitative research, comprising a data collection and research phase, followed by an analysis of case studies of Portuguese handmade decoration and/or jewelry brands, and interviews with those responsible. In parallel, a new visual identity and a digital communication strategy were developed for the artisanal brand Mila.
Given the current sociocultural panorama, marked by constant changes in the market and consumer behavior, we are witnessing the devaluation of artisanal activities and the imminent risk of extinction of certain arts and crafts. Faced with this situation, artisans constantly seek to preserve traditional production methods while trying to reinvent themselves, looking for new ways to market their products and reach their audience. The objective of this investigation is to understand how design and advertising can contribute to the preservation and revitalization of Portuguese crafts. This study consists of qualitative research, comprising a data collection and research phase, followed by an analysis of case studies of Portuguese handmade decoration and/or jewelry brands, and interviews with those responsible. In parallel, a new visual identity and a digital communication strategy were developed for the artisanal brand Mila.
Description
Keywords
Comunicação Design de identidade Cultura Artesanato Portugal