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Publication
A evolução da publicidade no século XXI: caso de estudo da Apple
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022117239 | 7.97 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Este estudo oferece um panorama comparativo, descritivo e qualitativo da progressão da publicidade no século XXI, explorando como se tem modificado conforme os meios tradicionais perdem terreno, e os digitais passam a ter mais importância. Com o objetivo de compreender esta transição e seus impactos na comunicação das marcas, esta investigação usa como caso de estudo a Apple, uma das marcas mais notórias no mundo pela sua inovação tecnológica, consistência estética e capacidade de se adaptar aos novos meios de comunicação.
Durante o estudo, são analisadas três campanhas marcantes da Apple: “There’s an App for That”, “Shot on iPhone” e “Privacy. That’s iPhone”, escolhidas por simbolizarem momentos distintos neste século XXI. Essas campanhas não apenas mostram a evolução da marca, mas também exemplificam as mudanças na forma de comunicar com o consumidor; que se tornou cada vez mais ativo, rigoroso e integrado nos meios digitais. O estudo observa como a Apple cria táticas complementares entre os meios tradicionais (como a televisão, rádio e outdoors) e os meios digitais (como as redes sociais, YouTube, sites e apps), mostrando uma grande capacidade de adaptação e inovação no contacto com os diferentes públicos.
A metodologia escolhida apoia-se numa análise qualitativa e descritiva de conteúdo, com ênfase comparativa entre os elementos presentes nas diferentes campanhas. Para tanto, foram levados em consideração aspetos visuais e narrativos, sempre levando em conta a natureza específica dos suportes usados para cada campanha. Esta perspetiva permite-nos ponderar sobre a forma como a publicidade tem avançado ao longo do século XXI e como a Apple, enquanto referência na área, tem conseguido conciliar tradição e inovação para se manter relevante num mercado em constante mudança.
This study offers a comparative, descriptive, and qualitative overview of the progression of advertising in the 21st century, exploring how it has changed as traditional media loses ground and digital media gains importance. With the aim of understanding this transition and its impact on brand communication, this research uses Apple as a case study, one of the world's most renowned brands for its technological innovation, aesthetic consistency, and ability to adapt to new media. During the study, three notable Apple campaigns are analyzed: “There's an App for That,” “Shot on iPhone,” and "Privacy. That’s iPhone,” chosen for symbolizing distinct moments in the 21st century. These campaigns not only show the evolution of the brand but also exemplify changes in the way of communicating with consumers, who have become increasingly active, discerning, and integrated into digital media. The study observes how Apple creates complementary tactics between traditional media (such as television, radio, and billboards) and digital media (such as social networks, YouTube, websites, and apps), demonstrating a great capacity for adaptation and innovation in connecting with diferente audiences. The chosen methodology is based on a qualitative and descriptive content analysis, with an emphasis on comparing the elements present in the different campaigns. To this end, visual and narrative aspects were considered, always considering the specific nature of the media used for each campaign. This perspective allows us to reflect on how advertising has evolved throughout the 21st century and how Apple, as a benchmark in the field, has managed to reconcile tradition and innovation to remain relevant in an ever-changing market.
This study offers a comparative, descriptive, and qualitative overview of the progression of advertising in the 21st century, exploring how it has changed as traditional media loses ground and digital media gains importance. With the aim of understanding this transition and its impact on brand communication, this research uses Apple as a case study, one of the world's most renowned brands for its technological innovation, aesthetic consistency, and ability to adapt to new media. During the study, three notable Apple campaigns are analyzed: “There's an App for That,” “Shot on iPhone,” and "Privacy. That’s iPhone,” chosen for symbolizing distinct moments in the 21st century. These campaigns not only show the evolution of the brand but also exemplify changes in the way of communicating with consumers, who have become increasingly active, discerning, and integrated into digital media. The study observes how Apple creates complementary tactics between traditional media (such as television, radio, and billboards) and digital media (such as social networks, YouTube, websites, and apps), demonstrating a great capacity for adaptation and innovation in connecting with diferente audiences. The chosen methodology is based on a qualitative and descriptive content analysis, with an emphasis on comparing the elements present in the different campaigns. To this end, visual and narrative aspects were considered, always considering the specific nature of the media used for each campaign. This perspective allows us to reflect on how advertising has evolved throughout the 21st century and how Apple, as a benchmark in the field, has managed to reconcile tradition and innovation to remain relevant in an ever-changing market.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciado em Ciências da Comunicação.
Keywords
Publicidade Design Meios de Comunicação Apple Advertising Media