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Publication
Agência P/USH: a promoção de causas sociais por via da publicidade
| Name: | Description: | Size: | Format: | |
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| 41.59 MB | Adobe PDF |
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Abstract(s)
A presente pesquisa ambiciona compreender em que medida a publicidade pode (ou não) promover causas sociais. Como tal, tem-se como objetivo compreender como a publicidade, aliada ao design, pode trabalhar causas sociais de forma a influenciar a sociedade de forma a promover uma mudança social. O enquadramento teórico desta pesquisa foi feito segundo Armando Sant’anna, consoante a sétima edição, Propaganda: Teoria, Técnica e Prática, de 1998, por meio de um projeto/caso prático, que visa a criação de uma agência de design e publicidade de cariz social. Esta agência, de natureza académica, é constituída por alunos de design e publicidade do IADE – Faculdade de Design, Tecnologia e Comunicação, com diferentes experiências. Para a conclusão deste projeto, foram respondidos dois briefings de IPSS, a ARIA e a Associação Salvador, através da cocriação. Esta técnica foi utilizada no contexto de agência, recorrendo à empatia, para criar os projetos. Estes ajudaram e ajudam a comunicar as causas que defendem de forma mais coesa e profissional, contribuindo para o seu desenvolvimento enquanto associações.
This research aims to understand to what extent advertising can (or cannot) promote social causes. Taking this into account, the goal is to comprehend how advertising, combined with design, can work with social causes in order to influence society promoting social change. The main theoretical framework of this research was based on Armando Sant’anna, according to the seventh edition of Propaganda: Theory, Technique, and Practice, 1998, through a practical project/case, aiming to create a social-oriented design and advertising agency. This academic agency is composed of design and advertising students from IADE – Faculdade de Design, Tecnologia e Comunicação, with different experiences and backgrounds. To complete this project, two briefings from IPSS organizations, ARIA and Associação Salvador, were answered through co-creation. This technique was used relying on empathy, to create projects that help to communicate the causes they support in a more cohesive and professional manner, contributing for their development.
This research aims to understand to what extent advertising can (or cannot) promote social causes. Taking this into account, the goal is to comprehend how advertising, combined with design, can work with social causes in order to influence society promoting social change. The main theoretical framework of this research was based on Armando Sant’anna, according to the seventh edition of Propaganda: Theory, Technique, and Practice, 1998, through a practical project/case, aiming to create a social-oriented design and advertising agency. This academic agency is composed of design and advertising students from IADE – Faculdade de Design, Tecnologia e Comunicação, with different experiences and backgrounds. To complete this project, two briefings from IPSS organizations, ARIA and Associação Salvador, were answered through co-creation. This technique was used relying on empathy, to create projects that help to communicate the causes they support in a more cohesive and professional manner, contributing for their development.
Description
Keywords
Publicidade social Design social Agência de publicidade Cocriação Push