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O impacto da comunicação visual: uma percepção humana da imagem
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de mestrado_40833 | 1.89 MB | Adobe PDF |
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Abstract(s)
O uso de imagem é algo especial para o ser humano. Enquanto comunicação, modo de expressão e de negociação tem forte participação em sua evolução, pois há registros de imagens desde períodos remotos, e com o passar dos tempos o Homem foi desenvolvendo meios e técnicas de produção visual cada vez mais avançados com essas finalidades e de enaltecimento de sua imagem. Pois essas ferramentas lhe rendem muito lucro, projetam forte influência sobre as massas, devido sua eficácia, atratividade e rapidez na troca de mensagens, mas também mantém o registro humano além do período de existência na terra como uma espécie de reposta a sua busca por vencer tempo e espaço, além de alimentar sua vaidade e do fato de sua imagem ser mais vendável por gerar empatia. Apostando nisso, algumas empresas que hoje são fortes no mercado humanizaram suas marcas que até então eram apenas logomarcas empresariais, usando como estratégias de marketing expressivas imagens para ilustrar boas histórias de pessoas nas publicidades. Os casos aqui trabalhados são: a ilustração de um bem feitor lendário, o Papai Noel, que é o caso da Coca-Cola; um divertido mascote humano, caracterizado como palhaço, que é o caso do McDonald’s; e a imagem virtual de uma pessoa (inspirada na proprietária), que atualmente está reformulada por IA com a função de influenciadora digital que é o caso do Magazine Luiza. A partir disso, essas marcas se projetaram ainda mais no mercado. Para embasar este estudo recorremos a um bibliografia capaz de dar boas respostas.
The use of images holds special significance for human’s beings. As a form of communication, expression, and negotiation, imagery has played a significant role in human evolution, with evidence of visual records dating back to ancient times. Over the centuries, Humans have developed increasingly advanced methods and techniques for producing visual content to achieve these purposes and to elevate their own image. These tools generate substantial profit, exert powerful influence over the masses due to their effectiveness, appeal, and efficiency in message exchange, and also preserve the human record beyond earthly existence a response to the human desire to transcend time and space. They also satisfy vanity and capitalize on the fact that human images evoke empathy, making them more marketable. Building on this understanding, certain companies that dominate today’s market have humanized their brands, which were once just corporate logos, by using expressive imagery as a marketing strategy to illustrate relatable stories of people in their advertisements. Examples include the illustration of a legendary figure, Santa Claus, as seen with Coca-Cola; a fun, human mascot characterized as a clown, as with McDonald’s; and a virtual persona inspired by its owner and currently reimagined with AI as a digital influencer, as with Magazine Luiza. These brands have thus expanded their presence in the market. To support this study, we draw upon a bibliography capable of providing insightful responses.
The use of images holds special significance for human’s beings. As a form of communication, expression, and negotiation, imagery has played a significant role in human evolution, with evidence of visual records dating back to ancient times. Over the centuries, Humans have developed increasingly advanced methods and techniques for producing visual content to achieve these purposes and to elevate their own image. These tools generate substantial profit, exert powerful influence over the masses due to their effectiveness, appeal, and efficiency in message exchange, and also preserve the human record beyond earthly existence a response to the human desire to transcend time and space. They also satisfy vanity and capitalize on the fact that human images evoke empathy, making them more marketable. Building on this understanding, certain companies that dominate today’s market have humanized their brands, which were once just corporate logos, by using expressive imagery as a marketing strategy to illustrate relatable stories of people in their advertisements. Examples include the illustration of a legendary figure, Santa Claus, as seen with Coca-Cola; a fun, human mascot characterized as a clown, as with McDonald’s; and a virtual persona inspired by its owner and currently reimagined with AI as a digital influencer, as with Magazine Luiza. These brands have thus expanded their presence in the market. To support this study, we draw upon a bibliography capable of providing insightful responses.
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Keywords
Comunicação visual Imagem Humano Visual communication Image Human