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Publication
As marcas e o som na publicidade radiofónica
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.2 MB | Adobe PDF |
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Abstract(s)
O objetivo deste estudo é verificar e avaliar a importância do som na publicidade e como é usado a favor da mesma, através do estudo dos sentidos (audição, tato, visão, olfato e paladar) e emoções provocadas por estes. Foi dada maior incidência na audição, visto o tema estar relacionado com o som.
As marcas ao criarem laços afetivos com os consumidores estão a ligar-se emocionalmente aos mesmos, o que gera valor para a marca.
Ao longo do estudo, mais propriamente na revisão de literatura, serão abordadas definições de marca, de como a mesma consegue criar e manter laços com o consumidor e como eles se refletem na altura da compra/utilização do produto/serviço, bem como as definições das integrantes do sound branding.
Como metodologia, fez-se uso da análise de
conteúdo partindo de anúncios publicitários radiofónicos e dados recolhidos pelas plataformas OberCom e Marktest. Essa análise foi conseguida através da elaboração de uma ficha de análise baseada nos autores estudados tais como Bronner (2009), Damásio (2000), Fleming (2010), e Roman e Maas (1991).
Após a análise de 12 anúncios pertencentes aos
setores que mais investem na publicidade radiofónica (Indústria automóvel e comércio) podemos verificar quais as características dos anúncios e se eles se encontram em concordância com as tipologias definidas pelos autores.
Chegámos à conclusão de que todos os anúncios analisados contêm componentes sonoros. Enquanto uns valorizam a vertente musical, noutros, o foco principal é a voz off, sendo que também é possível verificar que é dada a importância devida às emoções e sentimentos dos consumidores.
The aim of this study is to verify and evaluate the importance of the sound in advertising and how it is used in favor of it, through the study of the human senses (hearing, touch, sight, smell and taste) and emotions caused by them. It was given a special attention to hearing, since the theme is related to sound. Brands by creating affective bonds with consumers are emotionally connecting with them, which generates brand value. Throughout the study, more specifically in the literature review, it will be addressed brand definitions, and how it can create and maintain ties with the consumer and how they are reflected in the purchase / use of the product / service, as well as the definitions of sound branding members. As methodology, content analysis was done using radio commercials and data collected by OberCom and Marktest platforms. This analysis was achieved through the elaboration of an analysis form based on the studied authors such as Bronner (2009), Damásio (2000), Fleming (2010), and Roman and Maas (1991). After an analyze of 12 ads belonging to the sectors that invest most in radio advertising (automobile industry and commerce) we can verify what the characteristics of the ads and if they are in agreement with the ideologies defined by the authors. We’ve come to the conclusion that all analyzed adverts contain sound components. While some of them value the musical aspect, in others the main focus is the voice off, and it is also possible to verify that due importance is given to the emotions and feelings of the consumers.
The aim of this study is to verify and evaluate the importance of the sound in advertising and how it is used in favor of it, through the study of the human senses (hearing, touch, sight, smell and taste) and emotions caused by them. It was given a special attention to hearing, since the theme is related to sound. Brands by creating affective bonds with consumers are emotionally connecting with them, which generates brand value. Throughout the study, more specifically in the literature review, it will be addressed brand definitions, and how it can create and maintain ties with the consumer and how they are reflected in the purchase / use of the product / service, as well as the definitions of sound branding members. As methodology, content analysis was done using radio commercials and data collected by OberCom and Marktest platforms. This analysis was achieved through the elaboration of an analysis form based on the studied authors such as Bronner (2009), Damásio (2000), Fleming (2010), and Roman and Maas (1991). After an analyze of 12 ads belonging to the sectors that invest most in radio advertising (automobile industry and commerce) we can verify what the characteristics of the ads and if they are in agreement with the ideologies defined by the authors. We’ve come to the conclusion that all analyzed adverts contain sound components. While some of them value the musical aspect, in others the main focus is the voice off, and it is also possible to verify that due importance is given to the emotions and feelings of the consumers.
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Keywords
Publicidade Sentidos Emoções Música Rádio