A composição verbal e visual de banners e pop-ups em sites de revistas: tradição e inovação na era da convergência
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Data
2022-09-26
Autores
Santos, Morian Policeno dos
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Esta pesquisa tem como objetivo identificar e sistematizar, nos diferentes tamanhos de banner e posições de pop-up, a composição verbal e visual dessas comunicações mercadológicas interativas, divulgados nos sites de cinco revistas - Veja, Caras, AnaMaria, Superinteressante e Todateen - mídias cujas publicidades já foram estudadas na versão impressa e sistematizada a sua composição verbal e visual (GONZALES, 2019). A escolha dessas web revistas justifica se por alcançarem diferentes segmentos de público com faixa etária, condição social e econômica, gêneros para assim obter uma amostra mais abrangente sobre o fenômeno. Trata se de uma pesquisa bibliográfica, documental, descritiva e empírica (com abordagens quantitativa e qualitativa). Foram coletadas e documentadas publicidades on-line dos cinco sites de revistas - objeto de pesquisa- no período de 1 a 28 de fevereiro de 2021 no suporte desktop e 1 a 31 de maio no mobile. O estudo apresenta a fundamentação teórica da contextualização da migração das revistas impressas para a mídia digital, fenômeno marcado principalmente pela interatividade, comunicação todos-todos, convergência cultural e midiática, bem como as diferentes plataformas de revistas digitais e fundamentou-se o conceito de sites de revistas que são o objeto empírico desta pesquisa. A investigação introduziu a sistematização dos formatos de publicidade on-line em sites de revistas em desktop e mobile, cenário marcado pela mídia programática. Após, um estudo histórico das web revistas Veja, Caras, AnaMaria, Superinteressante e Todateen -, assim como a descrição de sua linha editorial, público, número de visualizações, confirmou-se a hipótese que o banner e o pop-up foram os formatos mais usados em sites de revistas, peças gráficas que compõe-se de componentes verbais - título, subtítulo, texto, slogan - e visual - imagem e marca - semelhantes às publicidades de revistas impressas. Como resultado da pesquisa, verificou-se que não existe uma ruptura da composição da publicidade impressa gráfica para a publicidade gráfica on-line, porém os componentes se hibridizaram, assumiram novas funções publicitárias e principalmente se adequaram à nova cultura de convergência midiática em que o público pode interagir e se informar em diferentes plataformas tradicionais ou digitais.
This research aims to identify and systematize, in different banner sizes and pop-up positions, the verbal and visual composition of these interactive marketing communications, published on the websites of five magazines - Veja, Caras, AnaMaria, Superinteressante and Todateen - media whose advertisements have already been studied in the printed version and their verbal and visual composition has been systematized (GONZALES, 2019). The choice of these web magazines is justified because they reach different segments of the public with age, social and economic conditions, genres, in order to obtain a more comprehensive sample of the phenomenon. It is a bibliographical, documentary, descriptive and empirical research (with quantitative and qualitative approaches). Online advertisements from the five magazine sites - object of research - were collected and documented in the period from February 1 to 28, 2021 in desktop support and from May 1 to 31 in mobile. The study presents the theoretical foundation of the contextualization of the migration from printed magazines to digital media, a phenomenon marked mainly by interactivity, all-to-all communication, cultural and media convergence, as well as the different platforms of digital magazines and based on the concept of websites of journals that are the empirical object of this research. The investigation introduced the systematization of online advertising formats on desktop and mobile magazine sites, a scenario marked by programmatic media. After a historical study of the web magazines Veja, Caras, AnaMaria, Superinteressante and Todateen -, as well as the description of their editorial line, audience, number of views, the hypothesis that the banner and the pop-up were the formats most used on magazine websites, graphic pieces that are composed of verbal components - title, subtitle, text, slogan - and visual components - image and brand - similar to print magazine advertisements. As a result of the research, it was found that there is no rupture in the composition of graphic print advertising for online graphic advertising, but the components were hybridized, assumed new advertising functions and mainly adapted to the new culture of media convergence in which the audience can interact and get information on different traditional or digital platforms.
This research aims to identify and systematize, in different banner sizes and pop-up positions, the verbal and visual composition of these interactive marketing communications, published on the websites of five magazines - Veja, Caras, AnaMaria, Superinteressante and Todateen - media whose advertisements have already been studied in the printed version and their verbal and visual composition has been systematized (GONZALES, 2019). The choice of these web magazines is justified because they reach different segments of the public with age, social and economic conditions, genres, in order to obtain a more comprehensive sample of the phenomenon. It is a bibliographical, documentary, descriptive and empirical research (with quantitative and qualitative approaches). Online advertisements from the five magazine sites - object of research - were collected and documented in the period from February 1 to 28, 2021 in desktop support and from May 1 to 31 in mobile. The study presents the theoretical foundation of the contextualization of the migration from printed magazines to digital media, a phenomenon marked mainly by interactivity, all-to-all communication, cultural and media convergence, as well as the different platforms of digital magazines and based on the concept of websites of journals that are the empirical object of this research. The investigation introduced the systematization of online advertising formats on desktop and mobile magazine sites, a scenario marked by programmatic media. After a historical study of the web magazines Veja, Caras, AnaMaria, Superinteressante and Todateen -, as well as the description of their editorial line, audience, number of views, the hypothesis that the banner and the pop-up were the formats most used on magazine websites, graphic pieces that are composed of verbal components - title, subtitle, text, slogan - and visual components - image and brand - similar to print magazine advertisements. As a result of the research, it was found that there is no rupture in the composition of graphic print advertising for online graphic advertising, but the components were hybridized, assumed new advertising functions and mainly adapted to the new culture of media convergence in which the audience can interact and get information on different traditional or digital platforms.
Descrição
Palavras-chave
Banner e pop-up, Publicidade, Composição verbal da publicidade, Composição visual da publicidade, Revistas digitais, Publicity, Visual composition of advertising, Digital magazines