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Publication
A evolução da publicidade nos meios tradicionais e digitais: a marca IKEA
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022110991 | 694.37 KB | Adobe PDF |
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Abstract(s)
Este projeto pretende analisar a forma como a publicidade tem vindo a evoluir, passando dos meios tradicionais para os meios digitais. Para esse fim, foi escolhido como caso de estudo a marca IKEA, reconhecida pela sua comunicação criativa e coerente em diferentes plataformas.
Através da observação de campanhas em formatos como o outdoor, a televisão, o site oficial e o Instagram, foi possível analisar de que forma a marca adapta a sua mensagem consoante o meio utilizado.
O trabalho baseia-se numa abordagem qualitativa e descritiva, permitindo refletir sobre as diferenças e semelhanças entre os dois tipos de meios, bem como sobre o papel que a publicidade desempenha hoje na relação entre marcas e consumidores.
Ao longo do projeto, são também analisadas as vantagens, desvantagens e possíveis tendências futuras nesta área.
This project aims to analyze how advertising has evolved from traditional media to digital media. To this end, the IKEA brand was chosen as a case study, recognized for its creative and consistent communication across different platforms. By observing campaigns in formats such as billboards, television, the official website, and Instagram, it was possible to analyze how the brand adapts its message according to the medium used. The work is based on a qualitative and descriptive approach, allowing us to reflect on the differences and similarities between the two types of media, as well as on the role that advertising plays today in the relationship between brands and consumers. Throughout the project, the advantages, disadvantages, and possible future trends in this area are also analyzed.
This project aims to analyze how advertising has evolved from traditional media to digital media. To this end, the IKEA brand was chosen as a case study, recognized for its creative and consistent communication across different platforms. By observing campaigns in formats such as billboards, television, the official website, and Instagram, it was possible to analyze how the brand adapts its message according to the medium used. The work is based on a qualitative and descriptive approach, allowing us to reflect on the differences and similarities between the two types of media, as well as on the role that advertising plays today in the relationship between brands and consumers. Throughout the project, the advantages, disadvantages, and possible future trends in this area are also analyzed.
Description
Keywords
Publicidade Meios tradicionais Meios digitais IKEA Consumo digital Advertising Traditional media Digital media Digital consumption