Navegando por Assunto "Advertising"

Agora exibindo 1 - 3 de 3

Acesso aberto (Open Access)
Marca Amazônia: estratégias de comunicação publicitária, ambientalismo e sustentabilidade
(Universidade Estadual Paulista, 2015) AMARAL FILHO, Otacílio; CASTRO, Fábio Fonseca de; COSTA, Alda Cristina Silva da
El artículo analiza las estrategias de comunicación publicitaria de dos empresas que operan en la región amazónica y buscan asociarse con los valores ambientales, especialmente con el compromiso con la sostenibilidad ecológica y social en las acciones económicas que explotan los recursos amazónicos. Se trata de construir un inventario de imágenes o representaciones, logotécnicas, plástico y conceptual que hacen de esta marca Amazon y ver cómo las dos compañías observaron diálogo con este inventario. A partir de esta relación, buscamos entender cómo el dispositivo promesa de la marca - en general - y la marca de Amazon como un compromiso ambiental muy costoso dispositivo de las sociedades contemporáneas.
Acesso aberto (Open Access)
Publicidade digital : apropriações e implicações na atuação publicitária de profissionais de Belém do Pará no contexto da midiatização profunda
(Universidade Federal do Pará, 2025-02-19) SOUSA, Thatianne Silva; VIEIRA, Manuela do Corral; http://lattes.cnpq.br/1758973354834768; https://orcid.org/0000-0003-2034-5359
This work focuses on digital advertising in the context of deep mediatization and takes as its empirical object the opinion of advertising professionals in Belém do Pará. Thus, the guiding questions of the research are: how are the modes of production and circulation of digital advertising in the context of deep mediatization, which occur globally, appropriated in local contexts, and what are the implications for the advertising practices of professionals in Belém do Pará?. This is a qualitative research, with a methodology inspired by cartography and we used bibliographical survey, documentary research, and fieldwork as methods, applying the technique of semistructured personal interviews. The fieldwork was conducted in three stages, namely: field I, interviews with advertising researchers, to understand the theme of transformations in advertising within the digital environment; fields II and III, interviews with advertising professionals, to identify perceptions of digital advertising and its implications for their practices. The theoretical frameworks employed to dialogue with the field interviews included deep mediatization and datafication; mediatization in the Amazon; digital advertising flow; transformations in the advertising field and work; and advertising education and ethics. As results, based on interviews with advertising professionals, we identified that: they understand the transformations in the production and circulation of advertising in the digital environment but face limitations regarding regulation and platform rules, and, at times, how to act when faced with ethical dilemmas imposed by the market; advertising in Belém do Pará faces challenges unique to the region, requiring a balance between local relevance and global transformations; and, as the main finding, the relationships between academic training, advertising ethics, and the particularities of the local context, which are essential pillars for understanding and practicing advertising in the digital environment. Finally, we understand that advancing toward relevant advertising, education, and ethical practices requires a constant (re)thinking of advertising practices, always considering the perspectives of local identities and regional appreciation.
Acesso aberto (Open Access)
A publicidade identitária nas representações da Amazônia paraense nas propagandas dos governos do estado do Pará em 2017, 2020 e 2021
(Universidade Federal do Pará, 2022-05-10) PRADO, Kleyse Costa Vaz Santana; SANTOS, Luiz Cezar Silva dos; http://lattes.cnpq.br/2449524316115443
This research intends to do an analysis of discourses present in two advertising videos and six tourism posters authored by the Government of State of Pará. The objective is to identify and compare the narratives and arguments, as well as the forms of representation of cultural identities of Pará, as a state, and of Pará's people, in order to reflect on the construction of meanings that can reinforce stereotypes and colonial discourses about Amazon. We also seek to reflect about city, its appropriation and the visibility of the spaces designed by advertisements. The objects of this research are the advertising video “Pará te encantar” (2017, tourist commercial), the advertising video “Stay at home” (2020, commercial with alert about agglomerations in the Covid19 pandemic context), and six posters of the campaign “Rediscover Pará” (2020). We will use authors such as Stuart Hall, Homi K. Bhabha and Amaral Filho as a theoretical reference to discuss cultural identities, stereotypes and coloniality in Amazonian context. Our methodological framework is based on Eni Orlandi, Martine Joly and Diana Rose for development of Discourse Analysis and moving images. The concept of publiCIDADE (publiCITY) proposed by Santos (Luiz LZ Cezar) will also be used, as well as other authors on the Amazon, such as Paes Loureiro, and on Communication Science, such as Martín-Barbero.