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Análise de um modelo para coesão gráfica em campanhas de publicidade
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Abstract(s)
O presente projeto de investigação centra-se na análise de uma metodologia que poderá ser utilizada em design para obter uma coesão de unidade gráfica em campanhas de publicidade. Através da necessidade de responder a esta questão em contexto académico para desenvolver graficamente uma campanha de publicidade, foi possível perceber que, no que toca a direção de arte em publicidade, existem muitos poucos textos científicos e estruturados que correspondessem à necessidade criada. Durante a pesquisa foram notificados alguns livros como “Design is Storytelling” de Ellen Lupton que explora a psicologia da percepção visual através de uma narrativa, ou “Hegarty on Creativity” by John Hegarty que assume que “Creativity isn´t an occupation, it´s a preoccupation” e explora a condução de uma campanha publicitária a um nível conceptual. O que esta investigação procura descobrir é em que medida é que pode existir uma metodologia para alcançar, graficamente, uma unidade, consistente e estruturada, entre todas as peças criadas para uma campanha de publicidade. Sendo que, cientificamente, existem muitos poucos dados estudados e comprovados, a pesquisa vai ser provada e argumentada através de dados secundários (análise de casos de estudo e das características gráficas que são comuns em todos). Esta pesquisa foi baseada em publicações de autores como a de Rosa (2012) que afirma que existem uma série de procedimentos que ajudam na construção de coesão gráfica. Depois de analisadas características presentes e importantes na criação de campanhas de publicidade, foi criado um gráfico de forma a analisar como é que as características estavam envolvidas na coesão gráfica de campanhas publicitárias. Os resultados que serão obtidos através desta pesquisa e argumentação poderão ser implementados quer na área científica e académica do design (ensino), como, profissionalmente, em agências de publicidade que procuram resolver através do marketing de publicidade e do design, conduzir o público numa narrativa publicitária com o objetivo de dar a conhecer ou vender a marca. Desta forma, o design e a resposta visual serão bastante importantes para o consumidor e, se esta se encontrar visualmente coesa e bem enquadrada ao longo da narrativa toda, a integração do consumidor naquela narrativa / campanha, terá melhores resultados.
This research project focuses on analysing a methodology that could be used in design to achieve a cohesive graphic unity in advertising campaigns. Through the need to answer this question in an academic context in order to graphically develop an advertising campaign, it was possible to realise that, when it comes to art direction in advertising, there are very few scientific and structured texts that correspond to the need created. During the research, some books were notified, such as ‘Design is Storytelling’ by Ellen Lupton, which explores the psychology of visual perception through a narrative, or ‘Hegarty on Creativity’ by John Hegarty, which assumes that ‘Creativity isn't an occupation, it's a preoccupation’ and explores how to conduct an advertising campaign on a conceptual level. What this research is trying to find out is to what extent there can be a methodology for graphically achieving a consistent and structured unity between all the pieces created for an advertising campaign. Since there is very little scientifically studied and proven data, the research will be proven and argued through secondary data (analysing case studies and the graphic characteristics that are common to all). This research was based on publications by authors such as Rosa, C (2012), who states that there are a series of procedures that help build graphic cohesion. After analysing the characteristics that are present and important in the creation of advertising campaigns, a graph was created in order to analyse how the characteristics were involved in the graphic cohesion of advertising campaigns. The results that will be obtained through this research and argumentation can be implemented both in the scientific and academic area of design (teaching), and professionally in advertising agencies that seek to use advertising marketing and design to guide the public through an advertising narrative with the aim of publicizing or selling the brand. In this way, the design and visual response will be very important to the consumer and, if it is visually cohesive and well-framed throughout the whole narrative, the consumer's integration into that narrative/campaign will have better results.
This research project focuses on analysing a methodology that could be used in design to achieve a cohesive graphic unity in advertising campaigns. Through the need to answer this question in an academic context in order to graphically develop an advertising campaign, it was possible to realise that, when it comes to art direction in advertising, there are very few scientific and structured texts that correspond to the need created. During the research, some books were notified, such as ‘Design is Storytelling’ by Ellen Lupton, which explores the psychology of visual perception through a narrative, or ‘Hegarty on Creativity’ by John Hegarty, which assumes that ‘Creativity isn't an occupation, it's a preoccupation’ and explores how to conduct an advertising campaign on a conceptual level. What this research is trying to find out is to what extent there can be a methodology for graphically achieving a consistent and structured unity between all the pieces created for an advertising campaign. Since there is very little scientifically studied and proven data, the research will be proven and argued through secondary data (analysing case studies and the graphic characteristics that are common to all). This research was based on publications by authors such as Rosa, C (2012), who states that there are a series of procedures that help build graphic cohesion. After analysing the characteristics that are present and important in the creation of advertising campaigns, a graph was created in order to analyse how the characteristics were involved in the graphic cohesion of advertising campaigns. The results that will be obtained through this research and argumentation can be implemented both in the scientific and academic area of design (teaching), and professionally in advertising agencies that seek to use advertising marketing and design to guide the public through an advertising narrative with the aim of publicizing or selling the brand. In this way, the design and visual response will be very important to the consumer and, if it is visually cohesive and well-framed throughout the whole narrative, the consumer's integration into that narrative/campaign will have better results.
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Keywords
Publicidade Campanha Narrativa Gráfica