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Publicidade como elemento de divulgação da cultura intrinseca de uma cidade: estudo de caso nas cidades japonesas de Kyoto, Osaka e Tokyo
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Abstract(s)
Hoje em dia, a forte globalização do mercado, reforçada pelas tecnologias da era digital, contribuiu para uma crescente homogeneização do conceito de lugar. Principalmente no que concerne a comunicação em espaços públicos, a constante disputa entre as marcas ocasiona uma carência no suporte da identidade das cidades e a consequente rejeição da publicidade de rua por parte dos seus habitantes. Como indicado por McClay e McAllister, o “lugar” importa e necessita, por isto, de maior atenção para libertar-se desta onda de misturas e repetições de estilos. O presente estudo propõe uma solução para esta problemática através da cooperação entre as marcas e as cidades na disseminação das suas características determinantes e da sua identidade local. Baseando-se no estudo de três cidades japonesas (Kyoto, Osaka e Tokyo), a situação sociológica, cultural e estética japonesa foi analisada a fim de estabelecer uma base capaz de aferir a importância de variações quantitativas e qualitativas aquando da criação de intervenções publicitárias. Através de um estudo de campo com base em visual research, foram constituídas amostras distintas para cada cidade, compostas por 180 intervenções cada, e examinadas em três fases sequenciais: análise descritiva, análise de conteúdo e análise interpretativa. Os resultados encontrados corroboram as hipóteses levantadas relativas à existência de preferências culturais divergentes na publicidade de rua de cada cidade. Por fim, conclui-se que a introdução de publicidade adaptada à sociedade, cultura ou princípios estéticos de regiões distintas poderá trazer benefícios não só para a identidade local, como também para as marcas que estabelecerão, assim, uma comunicação mais eficaz e relevante com os seus habitantes.
Nowadays, the strong globalization of the market, reinforced by digital age technologies, has contributed to a growing homogenization of the concept of place. Especially with regards to communication in public spaces, the constant dispute between brands causes a lack of support for the cities’ identity and the consequent rejection of outdoor advertising by its inhabitants. As indicated by McClay and McAllister, “place” matters and therefore needs more attention in order to break free from this wave of blending and repeating styles. This study proposes a solution to this problem through the cooperation between brands and cities in the dissemination of a city’s determining characteristics and local identity. Based on the study of three Japanese cities (Kyoto, Osaka and Tokyo), the sociological, cultural and aesthetic situation of Japan was analyzed in order to establish a basis capable of gauging the importance of quantitative and qualitative variations when creating advertising interventions. Through a field study based on visual research, different samples were constituted for each city, composed of 180 interventions each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analysis. The results corroborate the hypotheses raised regarding the existence of divergent cultural preferences in the outdoor advertising of each city. Finally, it is concluded that the introduction of advertising adapted to the society, culture or aesthetic principles of different regions may benefit not only local identity, but also the brands that will thus establish a more effective and relevant communication with its inhabitants.
Nowadays, the strong globalization of the market, reinforced by digital age technologies, has contributed to a growing homogenization of the concept of place. Especially with regards to communication in public spaces, the constant dispute between brands causes a lack of support for the cities’ identity and the consequent rejection of outdoor advertising by its inhabitants. As indicated by McClay and McAllister, “place” matters and therefore needs more attention in order to break free from this wave of blending and repeating styles. This study proposes a solution to this problem through the cooperation between brands and cities in the dissemination of a city’s determining characteristics and local identity. Based on the study of three Japanese cities (Kyoto, Osaka and Tokyo), the sociological, cultural and aesthetic situation of Japan was analyzed in order to establish a basis capable of gauging the importance of quantitative and qualitative variations when creating advertising interventions. Through a field study based on visual research, different samples were constituted for each city, composed of 180 interventions each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analysis. The results corroborate the hypotheses raised regarding the existence of divergent cultural preferences in the outdoor advertising of each city. Finally, it is concluded that the introduction of advertising adapted to the society, culture or aesthetic principles of different regions may benefit not only local identity, but also the brands that will thus establish a more effective and relevant communication with its inhabitants.
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Keywords
Identidade local Publicidade de rua Preferências culturais Preferências estéticas