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Publication
A publicidade nos jornais desportivos portugueses: caso de estudo “Record”
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 41437 | 1.23 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Os anúncios estão presentes nos jornais desde muito cedo, tornando-se quase indispensáveis, devido à importância que têm para o financiamento da imprensa. Contudo, o advento do online trouxe consigo algumas mudanças através das vantagens que a internet permite, comparativamente à imprensa em papel, acabando por gerar mais rendimento tanto para os jornais como para os anunciantes.
O grande objetivo da publicidade é ser vista pela maior quantidade de pessoas relativas ao seu público alvo, assim sendo, esta tende a estar inserida em locais que compartilhem de uma semelhança no tipo de consumidores. Posto isto, foi estudada a relação do conteúdo dos anúncios inseridos nos jornais desportivos impressos, com especificidade no jornal “Record”, um jornal de cariz desportivo português, para que seja possível compreender se realmente há a existência de uma relação. No entanto, é impossível ignorar as mudanças que a internet trouxe para esta vertente, por isso, foi também analisado o “Record” no seu formato digital e feita uma comparação para que fossem obtidos resultados mais esclarecedores, quanto à mudança que a internet trouxe para publicidade e para os jornais.
Advertising has been present in newspapers from a very early age, becoming almost indispensable due to the importance they have in supporting the press. However, the online has brought with it some changes, through the advantages that the internet has when compared to paper press, ultimately generating more income for both newspapers and advertisers. Advertising’s main goal is to be seen by the greatest number of people relative to its target audience, therefore, it tends to be used in places that share a similarity in the type of consumers. Thus, we have analysed “Record”, a Portuguese newspaper in order to verify the relationship between the advertisements and the products/services advertised and the nature of the publication. However, as it is impossible to ignore the changes that the internet brought to this area, the “Record” was also analysed in its digital form and a comparison was made in order to obtain more enlightening results regarding the change that the internet has brought to advertising and for newspapers.
Advertising has been present in newspapers from a very early age, becoming almost indispensable due to the importance they have in supporting the press. However, the online has brought with it some changes, through the advantages that the internet has when compared to paper press, ultimately generating more income for both newspapers and advertisers. Advertising’s main goal is to be seen by the greatest number of people relative to its target audience, therefore, it tends to be used in places that share a similarity in the type of consumers. Thus, we have analysed “Record”, a Portuguese newspaper in order to verify the relationship between the advertisements and the products/services advertised and the nature of the publication. However, as it is impossible to ignore the changes that the internet brought to this area, the “Record” was also analysed in its digital form and a comparison was made in order to obtain more enlightening results regarding the change that the internet has brought to advertising and for newspapers.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação
Keywords
Publicidade Jornalismo Desporto Impresso Digital Advertisement Journalism Sports Print