Total nitrogen retention in lactating goats in relation to digested nitrogen and estimated absorption of amino acids
Ciszuk, Paul
1985
Publicidade de rua como agente da identidade local : estudo de caso nas cidades japonesas de Kyoto, Osaka e Tokyo
Type
article
Publisher
Identifier
SEIXOSA, Ana Clara Ferreira ; CADARSO, Maria (2020) - Publicidade de rua como agente da identidade local : estudo de caso nas cidades japonesas de Kyoto, Osaka e Tokyo. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XIII, nº 26, p. 1-9.
1646 - 9054
Title
Publicidade de rua como agente da identidade local : estudo de caso nas cidades japonesas de Kyoto, Osaka e Tokyo
Outdoor advertising as an agent of local identitity : a case study in the japanese cities of Kyoto, Osaka and Tokyo
Outdoor advertising as an agent of local identitity : a case study in the japanese cities of Kyoto, Osaka and Tokyo
Subject
Identidade local
Publicidade de rua
Preferências culturais
Preferências estéticas
Local identity
Outdoor advertising
Cultural preferences
Aesthetic preferences
Publicidade de rua
Preferências culturais
Preferências estéticas
Local identity
Outdoor advertising
Cultural preferences
Aesthetic preferences
Date
2021-03-02T16:27:35Z
2021-03-02T16:27:35Z
2020
2021-03-02T16:27:35Z
2020
Description
O presente estudo demonstra uma possível solução à crescente homogeneização do conceito de “lugar”, no que concerne às marcas e à sua publicidade exterior. Na perspetiva, aqui discutida, as marcas poderiam adotar elementos idiossincráticos da cultura das cidades nas suas campanhas, como forma de se integrarem no “lugar” onde estarão disponíveis, contribuindo para uma melhoria da experiência urbana. Esta abordagem é fundamentada através de uma investigação aplicada,realizada em três cidades japonesas (Kyoto, Osaka e Tokyo), e onde foram analisados aspetos sociológicos, culturais e estéticos da sociedade japonesa. Através de um estudo de campo com base em visual research, foram constituídas amostras distintas para cada cidade, compostas por180 objetos cada, e examinadas em três fases sequenciais: análise descritiva, análise de conteúdo e análise interpretativa. Os resultados encontrados corroboram as hipóteses levantadas relativas à existência de preferências culturais divergentes na publicidade de rua de cada uma destas três cidades.
ABSTRACT : The present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here,brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analysis. The results found corroborate thehy potheses raised regarding the existence of divergent cultural preferences in street advertising in each of these three cities.
info:eu-repo/semantics/publishedVersion
ABSTRACT : The present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here,brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analysis. The results found corroborate thehy potheses raised regarding the existence of divergent cultural preferences in street advertising in each of these three cities.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
Comments
