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Publication
Estratégias de comunicação do vinho em Portugal: Do Estado Novo à atualidade
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Authors
Advisor(s)
Abstract(s)
Esta investigação analisa a evolução das estratégias de
comunicação visual e narrativa adotadas por entidades públicas
para a promoção do consumo de vinho em Portugal, desde o
Estado Novo até à atualidade. Procura-se compreender como
estas estratégias refletem as transformações sociais, culturais e
políticas do país, bem como as mudanças nas abordagens
publicitárias e no design institucional. A importância do tema
reside no vinho enquanto produto emblemático da identidade
nacional portuguesa, atravessando distintos contextos
históricos, culturais e regulatórios.
O objetivo central consiste em analisar a evolução da
comunicação visual e audiovisual na promoção pública do
vinho, identificando continuidades e rupturas entre os períodos
autoritário e democrático. Os objetivos específicos incluem a
avaliação do impacto das políticas públicas de saúde e da
legislação na comunicação institucional, bem como a
exploração das articulações entre tradição e inovação nas
campanhas contemporâneas.
A metodologia qualitativa adotada foca-se na análise visual e
audiovisual de campanhas institucionais, vídeos e cartazes,
permitindo identificar uma transição clara: durante o Estado
Novo, o vinho era promovido como símbolo de identidade
nacional, associado à ruralidade e ao orgulho produtivo,
enquanto na atualidade a comunicação incorpora valores
relacionados com o consumo responsável.
A investigação demonstra que a comunicação pública do vinho
em Portugal constitui um espaço onde o design e a publicidade
se cruzam com valores sociais e regulatórios, refletindo uma
evolução alinhada com as transformações culturais do país. Este
estudo contribui para os estudos culturais e de comunicação
visual, assim como um contributo prático para designers e
profissionais de publicidade envolvidos na comunicação de
produtos culturais e simbólicos.
This research analyzes the evolution of visual and narrative communication strategies adopted by public entities to promote wine consumption in Portugal, from the Estado Novo period to the present day. It seeks to understand how these strategies reflect the country’s social, cultural, and political transformations, as well as changes in advertising approaches and institutional design. The significance of the topic lies in wine as an emblematic product of Portuguese national identity, spanning diverse historical, cultural, and regulatory contexts and interacting with communication practices. The central objective is to analyze the evolution of visual and audiovisual communication in the public promotion of wine, identifying continuities and ruptures between the authoritarian and democratic periods. Specific objectives include assessing the impact of public health policies and legislation on institutional communication, as well as exploring the interplay between tradition and innovation in contemporary campaigns. The adopted qualitative methodology focuses on the visual and audiovisual analysis of institutional campaigns, videos, and posters, allowing for the identification of a clear transition: during the Estado Novo, wine was promoted as a symbol of national identity, associated with rurality and productive pride, whereas current communication incorporates values related to responsible consumption and sophistication. The research shows that public wine communication in Portugal constitutes a space where design and advertising intersect with social and regulatory values, reflecting an evolution aligned with the country’s cultural transformations. This study contributes to cultural and visual communication studies, while also offering practical guidance for designers and advertising professionals involved in the communication of cultural and symbolic products.
This research analyzes the evolution of visual and narrative communication strategies adopted by public entities to promote wine consumption in Portugal, from the Estado Novo period to the present day. It seeks to understand how these strategies reflect the country’s social, cultural, and political transformations, as well as changes in advertising approaches and institutional design. The significance of the topic lies in wine as an emblematic product of Portuguese national identity, spanning diverse historical, cultural, and regulatory contexts and interacting with communication practices. The central objective is to analyze the evolution of visual and audiovisual communication in the public promotion of wine, identifying continuities and ruptures between the authoritarian and democratic periods. Specific objectives include assessing the impact of public health policies and legislation on institutional communication, as well as exploring the interplay between tradition and innovation in contemporary campaigns. The adopted qualitative methodology focuses on the visual and audiovisual analysis of institutional campaigns, videos, and posters, allowing for the identification of a clear transition: during the Estado Novo, wine was promoted as a symbol of national identity, associated with rurality and productive pride, whereas current communication incorporates values related to responsible consumption and sophistication. The research shows that public wine communication in Portugal constitutes a space where design and advertising intersect with social and regulatory values, reflecting an evolution aligned with the country’s cultural transformations. This study contributes to cultural and visual communication studies, while also offering practical guidance for designers and advertising professionals involved in the communication of cultural and symbolic products.
Description
Keywords
Identidade Nacional Portuguesa Comunicação de consumo de vinho Estado Novo Política Semiótica Peirceana