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 Assunto "Campanhas publicitárias"

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    Afetos, consumo e pandemia na retomada do natal mágico do Parque Shopping Belém
    (Centro Universitário do Estado do Pará, 2023) Pereira, Beatriz Farinha; Caetano, Danilo Miranda; http://lattes.cnpq.br/8985271833324122; Leão, Danuta de Cássia Leite; http://lattes.cnpq.br/3967549374195129; Teixeira, Will Montenegro; http://lattes.cnpq.br/6052214377870325
    This course completion project examines the market, health, and emotional interaction between the public and Parque Shopping Belém during the Christmas of 2021, amidst the instability caused by the Coronavirus. Its relevance stands out due to the scarcity of relevant studies on the subject in the Northern region of the country, emphasizing the uniqueness of the thesis. The methodological procedures employed combined secondary and primary data using exploratory and descriptive methods, the latter in both qualitative and quantitative versions. To understand consumer behavior and assess their "affectation," a specific questionnaire for the Christmas environment in shopping malls was developed, allowing for a detailed analysis. Data collection revealed the existence of an engaged group that experiences the shopping mall Christmas, predominantly composed of families from various social structures. Thus, despite the "surprise" enchantment provided by the Christmas attractions at Parque Shopping Belém, the engaged participation of this audience contributed to making Christmas 2021 even more significant and emotional.
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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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    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.