Experiências em ações promocionais mediadas tecnologicamente
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Data
2016-07-06
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Universidade Federal de Goiás
Resumo
This research proposes a look at the experiences with interactive media and the
current implementation of its poetic potential in brand promotional activities, whose
combination of languages and resources from multiple disciplines, is setting new
transmedia products and communicative models, with a growing presence in the
contemporary market. Methodologically, after establishing a theoretical basis of the
disciplines involved in the creation and diffusion of this advertising experiences, this
qualitative research was based on the observation and semiotic analysis of the poetic
strategies present in some of them, according to their ability to provide a closer
relationship between their consumers and the brand values that these promote. Later,
as a practical application of the information / observations gathered, went up to the
Promotional Project Pyxis design - P³: an advertising action boosted by an interactive
experience of virtual reality, focused on disclosure and positioning of the Media Lab /
UFG brand. From this process we discuss the concepts referenced throughout the
research, to finally point out some of the implications and dynamics that these new
media products bring to the experiences with brands, design of interactive experiences
and the current advertising communication.
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Experiências , Mídias interativas , Transmídia , Marca , Design , Experiences , Interactive media , Trasnsmedia , Brand , Design
Citação
JURADO, M. A. R. Experiências em ações promocionais mediadas tecnologicamente. 2016. 136 f. Dissertação (Mestrado em Arte e Cultura Visual) - Universidade Federal de Goiás, Goiânia, 2016.