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Publication
A comunicação das marcas na era digital: o papel do design
| Name: | Description: | Size: | Format: | |
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| 358.09 KB | Adobe PDF | |||
| 98.39 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente relatório surge no âmbito do Mestrado de Design e Publicidade, no IADE - Universidade Europeia. Com um caráter qualitativo e com uma vertente exploratória, utilizando como metodologia de investigação os casos de estudo, visa-se descrever, reflectir e analisar o conhecimento teórico/prático e a experiência adquirida durante a realização do estágio curricular na empresa BY - Interactive Brands Agency, enquanto membro da equipa de Design Digital.
Após uma breve introdução ao tema da presente investigação surge uma contextualização da experiência de estágio e da empresa de acolhimento. Apesar da forte componente prática ao longo do processo de investigação, é também apresentado um enquadramento teórico, que ajudará a contextualizar e a introduzir algumas das temáticas abordadas no decorrer do relatório, e também a construir algumas das possíveis hipóteses e respostas à questão colocada na base da presente investigação: Qual é o papel do Design no processo de comunicação das marcas na Era Digital?
De seguida, e para responder melhor às questões de investigação, é elaborada uma apresentação de dois casos de estudo, trabalhados durante o período de estágio, tendo cada um deles uma análise do seu processo de desenvolvimento. Para terminar, é feita uma reflexão crítica acerca dos objetivos inicialmente estabelecidos e da forma como os desafios propostos e trabalhos realizados em âmbito profissional se reflectiram na concretização desta investigação.
This report comes within the scope of the Master of Design and Advertising at IADE - Universidade Europeia. With a qualitative character and with an exploratory aspect, using as research methodology the case studies, it aims to describe, reflect and analyze the theoretical / practical knowledge and the experience acquired during the accomplishment of the curricular internship in the company BY - Interactive Brands Agency , as a member of the Digital Design team. After a brief introduction to the topic of the present research, a contextualization of the internship experience and the host company emerges. Despite the strong practical component throughout the research process, a theoretical framework is also presented, which will help to contextualize and introduce some of the topics addressed in the report, as well as to build some of the possible hypotheses and answers to the question put in the base of this research: What is the role of Design in the process of brand communication in the Digital Age? Then, to better answer the research questions, a presentation of two case studies, worked during the probationary period, is presented, each analyzing its development process. Finally, a critical reflection is made on the objectives initially set and the way in which the proposed challenges and work carried out in a professional context were reflected in the realization of this research.
This report comes within the scope of the Master of Design and Advertising at IADE - Universidade Europeia. With a qualitative character and with an exploratory aspect, using as research methodology the case studies, it aims to describe, reflect and analyze the theoretical / practical knowledge and the experience acquired during the accomplishment of the curricular internship in the company BY - Interactive Brands Agency , as a member of the Digital Design team. After a brief introduction to the topic of the present research, a contextualization of the internship experience and the host company emerges. Despite the strong practical component throughout the research process, a theoretical framework is also presented, which will help to contextualize and introduce some of the topics addressed in the report, as well as to build some of the possible hypotheses and answers to the question put in the base of this research: What is the role of Design in the process of brand communication in the Digital Age? Then, to better answer the research questions, a presentation of two case studies, worked during the probationary period, is presented, each analyzing its development process. Finally, a critical reflection is made on the objectives initially set and the way in which the proposed challenges and work carried out in a professional context were reflected in the realization of this research.
Description
Keywords
Design de comunicação Design digital Branding Redes sociais Consumidor Relatório de Estágio