Comunicação Social/Publicidade e Propaganda

URI Permanente desta comunidadehttps://repositorio.cesupa.br/handle/prefix/23

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Navegando Comunicação Social/Publicidade e Propaganda por Autor "http://lattes.cnpq.br/1968293281798090"

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    Fashion Film “Capoorá”: o storytelling
    (Centro Universitário do Estado do Pará, 2023) Nóbrega, Ian Kallel Silva; Oliveira, Victor Castro; Rodarte, Lídia Karolina de Sousa; http://lattes.cnpq.br/3432070261007298; Jordy Filho, Nassif Ricci; http://lattes.cnpq.br/5366842167185491; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090
    This work covers themes such as fashion and communication, aiming to understand how advertising through the use of storytelling in audiovisual productions, such as fashion films, has the power to evoke feelings and sensations, such as desire and consumption, in viewers. The exploratory research, based on literature, seeks to correlate these themes through the foundation of authors in the field of communication, with the purpose of discussing new trends in the advertising market. Additionally, it seeks to comprehend the use of storytelling in the production of a fashion film for the “Capoorá” collection by the brand VNE. The work is divided into four chapters: the introductory chapter, the theoretical chapter, the chapter covering pre-production, production, post-production, and the concluding chapter. This resulted in a 3-minute and 58-second fashion film, divided into two parts. The first part depicts how the clothes are conceptualized and crafted, while the second part shows the finished garments being worn by models, all imbued with Northern references.
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    Marketing.Jus: proposta de site baseada nos princípios do User Experience (Experiência do Usuário)
    (Centro Universitário do Estado do Pará, 2023-12-06) Silva, Aymee Cristina Oliveira da; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Oliveira, Sue Anne Collares Maestri de; http://lattes.cnpq.br/2422742693674473; Grandidier, Larissa Lassance; http://lattes.cnpq.br/9070203025350989
    This research has as its main role the collaboration for the recognition of legal professionals in the digital environment. Furthermore, in the field of advertising, the project contributes to knowledge regarding User Experience (UX), Design Thinking, and the importance of learning these tools for the application of market solutions and strategies capable of addressing the problems of the absence of strategic websites and their lack of quality. Because of this, this project aimed to develop a website capable of meeting the main needs and questions of legal professionals. To achieve this, a hypothetical-deductive method based on Popper (2002) was adopted, through bibliographic and exploratory research from Gil (1987), with a qualitative approach, according to Denzin and Lincoln (2006). In this sense, the ideation and prototyping of the website were based on the Design Thinking methodology grounded in Kelley (2019). Regarding research supported by the concepts of User Experience (UX), Norman (2006) was used as a reference. As a result of this project, Marketing.Jus emerged as a way to help improve the creative blocks of legal professionals in content creation, contributing to learning about marketing strategies through digital networks. Consequently, it was concluded that the development of a website based on user experience is important, focusing on simplicity and accessibility to address the main questions and problems faced by these legal professionals regarding legal marketing in the digital environment.
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    Mercado de luxo: planejamento de campanha para a marca Éricka Viggiano
    (Centro Universitário do Estado do Pará, 2023-12-11) Nascimento, Clara Luanny Mar; Magno, Leticia Neves Moreira; Monteiro, Shirley Angie do Vale; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Moraes, Giselle do Carmo Souza; http://lattes.cnpq.br/0951814261752395
    Our work aimed to develop a campaign plan on TikTok for the Ericka Viggiano Brand, located in Belém do Pará, with specific objectives of promoting the brand, generating engagement, and arousing the audience's desire. In the initial stage, we conducted an introductory research encompassing information about the luxury market and an analysis of the digital environment, with a special focus on the TikTok platform. Regarding the applied methodology, the project adopted two approaches, exploratory and descriptive. In the exploratory approach, we carried out a detailed analysis of luxury brand communication on this platform, identifying strategies and content formats used by industry leaders. In the descriptive approach, information was elaborated about the chosen brand, such as its target audience, current strategies, and its mission. The interview with the brand owner, Éricka Viggiano, played a crucial role in this phase, providing detailed data to deeply understand the brand's reality. In the development phase, we conducted analyses based on the research conducted and presented the campaign called "Quiet Beauty Collection," based on the 'Quiet Luxury' trend referring to the minimalism of the 90s, addressing numerous investigations aiming to identify studies for its execution, including: brand presentation and communication, competition analysis, SWOT analysis, which identified threats, opportunities, strengths, and weaknesses, and the definition of strategies and the central positioning of the campaign, which became more evident with the construction of the action plan. Finally, in line with the objectives, a schedule and budget were developed for the brand campaign planning, to carry out the proposal in the project.
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    Planejamento de campanha para a conferência refúgio 2024: o reino
    (Centro Universitário do Estado do Pará, 2023-12-06) Nordeste, Juliana Costa; Fertunes, Ygor Alves; Oliveira, Mariana Menezes de; http://lattes.cnpq.br/1968293281798090; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Urrutty, Verena Ledo
    This project involves the development of advertising campaign planning for the Rede Refúgio brand, a Christian church located in Belém. The campaign was built to communicate the Rede Refúgio 2024 conference, titled by the authors of this project as “The Kingdom”. The objective of the work is to create planning in an innovative and appropriate way, analyzing the context in which the brand is inserted and the information about it. The main theoretical references were Fausto Neto (2007) on religiosities and mediatization, Tavares (2010) for the advertising campaign creation methodology, Aaker (2007) to better understand brands, Kotler & Keller (2006) for understanding the market context and Kunsch (1986) for integrated communication. To diagnose the brand and create campaign strategies, survey forms were used with the campaign's target audience, an interview with the responsible pastor and brainstorming for the creative development of the campaign. The development of the work provided the creation of campaign planning consistent with the context, objectives and needs of the brand.