Retórica do consumo em transformação: a composição verbal e visual em publicidades de revistas impressas na cibercultura e convergência cultural
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Data
2022-03-08
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Universidade Estadual Paulista (Unesp)
Resumo
revolução digital contemporânea inaugurou novos paradigmas nas práticas da comunicação e consumo que vêm se moldando por um relacionamento entre marcas e públicos nas diversas mídias e plataformas, inclusive na comunicação publicitária impressa, objeto de estudo desta pesquisa. No final da década de 1990, a publicidade impressa de revista estruturava-se basicamente com seis componentes: título, subtítulo, imagem, texto, marca e slogan. E no século XXI, com a revolução da comunicação na era digital, como se compõe a publicidade impressa de revistas? Para responder a essa questão, o objetivo desta pesquisa foi, a partir do cenário tecnológico, social e cultural do século XXI, estudar a composição verbal e visual das publicidades de seis revistas impressas - Veja, Caras, Ana Maria, Todateen, Superinteressante e Playboy - no período de 2014 a 2016, para constatar se paradigmas consolidados em comunicação mercadológica sustentam-se total ou parcialmente, ou se há o surgimento de novas lógicas na situação de comunicação publicitária, nas funções dessa forma de mensagem, na formatação linguística e imagética dos seus títulos, textos, slogans, imagem, marca, na sua significação cultural e ideológica. Para isso, apresentou-se uma fundamentação teórica sobre o contexto social e tecnológico do século XXI: a cibercultura, a cultura de convergência, a interação nas mídias sociais, a transição do marketing para a internet, a gestão das marcas, o consumidor que valoriza marcas com responsabilidade social e ambiental. O presente estudo descreveu cada uma das seis mídias, explorou 509 publicidades e selecionou 138 que representaram as categorias de produtos e serviços divulgados em cada uma. Essa categorização e quantificação apontou o perfil do público da revista e indicou 31 componentes – verbais e visuais – identificados na pesquisa descritiva e analítica das 138 publicidades exploradas. Cada revista apresentou uma configuração de mensagem publicitária, com composição verbal e visual de acordo com seu público e sua linha editorial. A pesquisa empírica consistiu na identificação e descrição dos cinco componentes verbais de cada uma das 138 publicidades, amostra desta pesquisa, quantificando título e subtítulo, texto, slogan e site para cada uma das revistas. Esses dados foram colocados em gráficos com a função publicitária de cada componente, a quantidade de palavras gramaticais no título e subtítulo, a estrutura sintática peculiar da linguagem publicitária, a presença da marca ou nome do produto título ou subtítulo, o sentido denotativo ou conotativo do título, subtítulo e slogan. Já para a leitura dos componentes visuais, foram examinados os espaços publicitários na revista, o sentido da leitura, os componentes visuais que configuraram cada revista, o significado cultural das imagens, o sentido da imagem, a relação imagem e marca nas cores da publicidade e a presença de logomarcas. Esses dados são apresentados em gráficos com a composição imagética de cada uma das seis mídias. Como resultado, verificou-se um cenário de convergência cultural bastante complexo onde a interação entre marcas e consumidores rompe com a comunicação um-todos e o novo consumidor com muito mais informação, exige da marca mais qualidade, resposta às suas dúvidas e reclamações, mais canais de contato, responsabilidade social, ambiental, inclusiva. As marcas, por sua vez, atendem a essas demandas cuidando da sua imagem e reputação para conquistar e fidelizar esse público com estratégias convergindo mídia digital, redes sociais, mídias tradicionais, fundindo formatos e espaços para manter o contato com seu público, e cumprir a tarefa da publicidade de mediadora entre a produção e o consumo
he contemporary digital revolution has inaugurated new paradigms in communication and consumption practices that have been shaped by a relationship between brands and audiences in different media and platforms, including printed advertising communication, object of study of this research. In the late 1990s, print magazine advertising was basically structured with six components: title, subtitle, image, text, brand and slogan. And in the 21st century, with the communication revolution in the digital age, how is the print advertising of magazines composed? To answer this question, the objective of this research was, from the technological, social and cultural scenario of the 21st century, to study the verbal and visual composition of the advertisements of six printed magazines - Veja, Caras, Ana Maria, Todateen, Superinteressante and Playboy - in the period from 2014 to 2016, to verify if consolidated paradigms in marketing communication are fully or partially supported, or if there is the emergence of new logics in the situation of advertising communication, in the functions of this form of message, in the linguistic and imagery formatting of the your titles, texts, slogans, image, brand, in its cultural and ideological significance. For this, a theoretical foundation was presented on the social and technological context of the 21st century: cyberculture, the culture of convergence, interaction in social media, the transition from marketing to the internet, brand management, the consumer who values brands with social and environmental responsibility. The present study described each of the six media, explored 509 advertisements and selected 138 that represented the categories of products and services advertised in each one. This categorization and quantification pointed out the profile of the magazine's audience and indicated 31 components – verbal and visual – identified in the descriptive and analytical research of the 138 advertisements explored. Each magazine presented an advertising message configuration, with verbal and visual composition according to its audience and editorial line. The empirical research consisted of identifying and describing the five verbal components of each of the 138 advertisements, sample of this research, quantifying title and subtitle, text, slogan and website for each of the magazines. These data were plotted with the advertising function of each component, the amount of grammatical words in the title and subtitle, the peculiar syntactic structure of the advertising language, the presence of the brand or product name, title or subtitle, the denotative or connotative meaning of the title, subtitle and slogan. As for the reading of the visual components, the advertising spaces in the magazine, the meaning of reading, the visual components that configured each magazine, the cultural meaning of the images, the meaning of the image, the relationship between image and brand in the advertising colors and the presence of logos. These data are presented in graphics with the imagery composition of each of the six media. As a result, there was a scenario of quite complex cultural convergence where the interaction between brands and consumers breaks with the one-to-one communication and the new consumer with much more information, demands from the brand more quality, answers to their doubts and complaints, more contact channels, social and environmental responsibility , inclusive. Brands, in turn, meet these demands by taking care of their image and reputation to conquer and retain this audience with strategies converging digital media, social networks, traditional media, merging formats and spaces to maintain contact with their audience, and fulfill the advertising as a mediator between production and consumption
he contemporary digital revolution has inaugurated new paradigms in communication and consumption practices that have been shaped by a relationship between brands and audiences in different media and platforms, including printed advertising communication, object of study of this research. In the late 1990s, print magazine advertising was basically structured with six components: title, subtitle, image, text, brand and slogan. And in the 21st century, with the communication revolution in the digital age, how is the print advertising of magazines composed? To answer this question, the objective of this research was, from the technological, social and cultural scenario of the 21st century, to study the verbal and visual composition of the advertisements of six printed magazines - Veja, Caras, Ana Maria, Todateen, Superinteressante and Playboy - in the period from 2014 to 2016, to verify if consolidated paradigms in marketing communication are fully or partially supported, or if there is the emergence of new logics in the situation of advertising communication, in the functions of this form of message, in the linguistic and imagery formatting of the your titles, texts, slogans, image, brand, in its cultural and ideological significance. For this, a theoretical foundation was presented on the social and technological context of the 21st century: cyberculture, the culture of convergence, interaction in social media, the transition from marketing to the internet, brand management, the consumer who values brands with social and environmental responsibility. The present study described each of the six media, explored 509 advertisements and selected 138 that represented the categories of products and services advertised in each one. This categorization and quantification pointed out the profile of the magazine's audience and indicated 31 components – verbal and visual – identified in the descriptive and analytical research of the 138 advertisements explored. Each magazine presented an advertising message configuration, with verbal and visual composition according to its audience and editorial line. The empirical research consisted of identifying and describing the five verbal components of each of the 138 advertisements, sample of this research, quantifying title and subtitle, text, slogan and website for each of the magazines. These data were plotted with the advertising function of each component, the amount of grammatical words in the title and subtitle, the peculiar syntactic structure of the advertising language, the presence of the brand or product name, title or subtitle, the denotative or connotative meaning of the title, subtitle and slogan. As for the reading of the visual components, the advertising spaces in the magazine, the meaning of reading, the visual components that configured each magazine, the cultural meaning of the images, the meaning of the image, the relationship between image and brand in the advertising colors and the presence of logos. These data are presented in graphics with the imagery composition of each of the six media. As a result, there was a scenario of quite complex cultural convergence where the interaction between brands and consumers breaks with the one-to-one communication and the new consumer with much more information, demands from the brand more quality, answers to their doubts and complaints, more contact channels, social and environmental responsibility , inclusive. Brands, in turn, meet these demands by taking care of their image and reputation to conquer and retain this audience with strategies converging digital media, social networks, traditional media, merging formats and spaces to maintain contact with their audience, and fulfill the advertising as a mediator between production and consumption
Descrição
Palavras-chave
Publicidade, Linguagem publicitária gráfica, Consumo, Cibercultura, Composição verbal, Composição visual, Arte, Graphic advertising language, Consumption, Cyberculture, Verbal composition, Visual composition