Detalhes bibliográficos
| Ano de defesa: |
2018 |
| Autor(a) principal: |
Rendeiro, Fátima Fernandes
 |
| Orientador(a): |
Teixeira, Eduardo Ariel de Souza |
| Banca de defesa: |
Abreu, Leonardo Marques,
Galindo, Flavia Luzia Oliveira da Cunha |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Gestão da Economia Criativa
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/359
|
Resumo: |
In recent decades, the advertising market has experienced, under different aspects, the impact of the consolidation of information and communication technologies (ICTs). In Brazil, this issue is even more challenging due to a severe economic crisis. The dissertation aims to discuss the role (and apparent loss of relevance) of advertising in the current days and whether creativity remains the main asset established by its mediating and persuasive discourse. The Internet and the ICT phenomena transformed what was once a one-way message into a closer and real-time dialogue. The hypothesis is that the advertising market, and its agents, are supposed to be losing relevance at the national level. Thus, they would be forced to change their way of acting in several aspects in order to be close to Design Human-Centered Design approaches, especially the Design Thinking, Branding and Experienced User (UX) ones. The research is qualitative and exploratory. Six leaders of advertising agencies and three representatives of major advertising companies were our target group/population to whom we wanted our research to apply. The results found were revealing in the sense of testing the hypothesis formulated. The research has helped to provide greater complexity from the articulation of the revision of the theoretical-conceptual coupled with the depth analysis of the obtained narratives. Particularly revealing other significant aspects such as the outstanding importance of the automated metrics of the new media - increasingly numerous and varied; new professionals to the field of advertising (business and branding consultants). The research has also managed to place the issue of the centrality of the purpose associated with the brands and the demands of the consumers; emphasized the thematic of the difference between the concept timings of the designers and the customary practices in the advertising industry; highlighted the impact of the new dynamics related to the real time of the feedbacks of the advertising pieces by the digital users; the bold and creative advent of the new business models of the industry players; among others |
