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O papel da publicidade na dinamização da Vila de Rabo de Peixe
| Name: | Description: | Size: | Format: | |
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| 61.18 MB | Adobe PDF |
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Abstract(s)
O presente trabalho realizou-se no âmbito do Curso de Mestrado em Design & Publicidade com o objetivo de desenvolver um projeto de investigação que relacionasse áreas como a publicidade, o design, a comunicação e o turismo.
A área de intervenção foi a Vila de Rabo de Peixe, localizada nos Açores, uma região estigmatizada pela pobreza, mas cuja identidade é única.
O Projeto de Investigação utilizou uma metodologia mista, combinando pesquisa de campo com dados qualitativos; à pesquisa bibliográfica sobre as áreas temáticas envolvidas que constituiu o estado da arte, seguiu-se uma recolha de dados com observação direta no local, através de registos fotográficos e audiovisuais, a recolha de informação em documentos sobre a região e ainda entrevistas realizadas às entidades locais.
Analisada a informação recolhida, seguiu-se o projeto da estratégia publicitária, que propôs a construção de uma nova marca territorial (avaliada por peritos), a construção de peças de comunicação em vários suportes, bem como a criação de um vídeo promocional que destacou as suas riquezas patrimoniais, sociais e culturais. O projeto pretendeu minimizar a carga negativa inerente à localidade projetando para o exterior uma visão positiva da realidade e proporcionando maior visibilidade regional e nacional.
Como resultado reforçamos o papel do design e da publicidade ao serviço das comunidades, em particular na dinamização e divulgação da Vila de Rabo de Peixe.
This project was developed in the context of Design & Degree, goal of developing a research project that related areas such as advertising, design, communication and tourism. The area of intervention was the Village of Rabo de Peixe, located in the Azores, a region stigmatized by poverty, but whose identity is unique. The Research Project used a mixed methodology, combining field research with qualitative data; to the bibliographic research on the thematic areas involved that constituted the state of the art, followed by a data collection with direct observation in the place, through photographic and audiovisual registries, the collection of information in documents about the region and also interviews conducted to the local entities. After analyzing the information collected, the project of the advertising strategy was followed, which proposed experts), the construction of communication pieces in various media, as well as the creation of a promotional video that highlighted its patrimonial, social and cultural richeness. The project intended to minimize the negative charge inherent to the locality by projecting a positive outlook to the outside. At the same time, providing greater regional and national visibility to this Village. As a result, we reinforce the role of design and publicity in the service of communities, in particular in the promotion and dissemination of the Village of Rabo de Peixe.
This project was developed in the context of Design & Degree, goal of developing a research project that related areas such as advertising, design, communication and tourism. The area of intervention was the Village of Rabo de Peixe, located in the Azores, a region stigmatized by poverty, but whose identity is unique. The Research Project used a mixed methodology, combining field research with qualitative data; to the bibliographic research on the thematic areas involved that constituted the state of the art, followed by a data collection with direct observation in the place, through photographic and audiovisual registries, the collection of information in documents about the region and also interviews conducted to the local entities. After analyzing the information collected, the project of the advertising strategy was followed, which proposed experts), the construction of communication pieces in various media, as well as the creation of a promotional video that highlighted its patrimonial, social and cultural richeness. The project intended to minimize the negative charge inherent to the locality by projecting a positive outlook to the outside. At the same time, providing greater regional and national visibility to this Village. As a result, we reinforce the role of design and publicity in the service of communities, in particular in the promotion and dissemination of the Village of Rabo de Peixe.
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Keywords
Identidade local Marca territorial Publicidade Turismo Projeto de mestrado