As narrativas imersivas em propaganda como linguagem midiática contemporânea: uma investigação aplicada
Carregando...
Data
2020-08-03
Autores
Bressan, Danilo Leme
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
O objetivo deste trabalho foi descobrir, através de uma investigação aplicada, quais os potenciais das narrativas imersivas na propaganda, que têm utilizado de novas tecnologias e, consequentemente, novas linguagens, para acompanhar os novos hábitos de consumo de informação dos usuários. Consideramos, para isso, os advergames e a gamificação como linguagem compreendida como apropriada para processos da nova ecologia dos meios em dispositivos móveis. Essa pesquisa compreende que o ecossistema midiático caminha para uma convergência absoluta de tecnologias que, através da interface do mobile, pode oferecer experiências digitais enriquecedoras para consumidores cada vez mais exigentes e hiperconectados. A pesquisa justifica-se, principalmente, porque o cenário midiático atual é de intensas transformações e que, através da criatividade e da ousadia em colaboração com linguagens midiáticas contemporâneas podem diferenciar-se e assegurar-se em ações e produtos em um período econômico instável e complexo e, dessa forma, sua sobrevivência mercadológica. Essa realidade se concretiza. Entretanto, é necessário responder questões adversas ao modelo tradicional da propaganda que ainda impera em alguns mercados. Entendese que com o cenário atual e com a complexidade e hibridismo do ecossistema mobile, essa investigação possa apontar de maneira disruptiva, caminhos para o planejamento estratégico das marcas. É, obviamente, uma oportunidade a ser explorada em direção à próxima geração de ações que farão o consumidor mergulhar em experiências significativas no ambiente virtual, ou seja, experiências além do consumo. Essa pesquisa aplicada e compreende o desenvolvimento de um advergame, um jogo publicitário que vai além da divulgação de uma marca, auxiliando no ensino-aprendizagem de ciências e matemática. Para isso, foi utilizado o Zoológico Municipal de Bauru e seis animais que estão presentes ali, cada um de um bioma do Brasil e que correm risco de extinção, e também outros três animais exóticos de outras partes do mundo.
This research was made to discover, through an applied investigation, what are the potentials of the immersive narratives in advertising, which have used new technologies and, consequently, new languages, to accompany the new habits of information consumption of users. For that, we consider advergames and gamification as a language understood as appropriate for processes of the new media ecology on mobile devices. This research understands that the media ecosystem is heading towards an absolute convergence of technologies that, through the mobile interface, can offer enriching digital experiences for increasingly demanding and hyper connected consumers. The research is justified, mainly, because the current media landscape is of intense transformations and that, through creativity and daring in collaboration with contemporary media languages, can differentiate and assure themselves in actions and products in an unstable economic period and complex and, thus, its market survival. This reality is realized. However, it is necessary to answer adverse questions to the traditional advertising model that still prevails in some markets. It is understood that with the current scenario and with the complexity and hybridity of the mobile ecosystem, this investigation can point out, in a disruptive way, ways for the strategic planning of the brands. It is, obviously, an opportunity to be explored towards the next generation of actions that will make the consumer dive into significant experiences in the virtual environment, that is, experiences beyond consumption. This applied research includes the development of an advergame, an advertising game that goes beyond the dissemination of a brand, assisting in the teaching and learning of science and mathematics. For this purpose, the Municipal Zoo of Bauru and six animals that are present there were used, each from a Brazilian biome that is at risk of extinction, as well as three other exotic animals from other parts of the world.
This research was made to discover, through an applied investigation, what are the potentials of the immersive narratives in advertising, which have used new technologies and, consequently, new languages, to accompany the new habits of information consumption of users. For that, we consider advergames and gamification as a language understood as appropriate for processes of the new media ecology on mobile devices. This research understands that the media ecosystem is heading towards an absolute convergence of technologies that, through the mobile interface, can offer enriching digital experiences for increasingly demanding and hyper connected consumers. The research is justified, mainly, because the current media landscape is of intense transformations and that, through creativity and daring in collaboration with contemporary media languages, can differentiate and assure themselves in actions and products in an unstable economic period and complex and, thus, its market survival. This reality is realized. However, it is necessary to answer adverse questions to the traditional advertising model that still prevails in some markets. It is understood that with the current scenario and with the complexity and hybridity of the mobile ecosystem, this investigation can point out, in a disruptive way, ways for the strategic planning of the brands. It is, obviously, an opportunity to be explored towards the next generation of actions that will make the consumer dive into significant experiences in the virtual environment, that is, experiences beyond consumption. This applied research includes the development of an advergame, an advertising game that goes beyond the dissemination of a brand, assisting in the teaching and learning of science and mathematics. For this purpose, the Municipal Zoo of Bauru and six animals that are present there were used, each from a Brazilian biome that is at risk of extinction, as well as three other exotic animals from other parts of the world.
Descrição
Palavras-chave
Tecnologia, Imersão, Mídia digital, Mídia e tecnologia, Propaganda, Gamificação, Imersão, Media and technology, Advergame, Gamification, Advertising, Immersion