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Cerveja artesanal brasileira: uma abordagem à mensagem visual do rótulo
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Abstract(s)
A comunicação visual antecede a história da humanidade, uma vez que sua origem é anterior à escrita. Antes mesmo da fala, já se fazia presente e assumia importante papel na vida em sociedade. O fato é que o ser humano é visual, consome incontáveis imagens no decorrer da vida e a interpretação de cada uma delas está relacionada às experiências, ao conhecimento, ao meio em que vivem. É essa habilidade inerente de visualizar, processar e interpretar as imagens que este estudo se propôs. Para tal, utiliza a imagem dos rótulos das principais cervejas artesanais brasileiras da atualidade, realizando uma leitura destas imagens. Com base na obra de Donis Dondis, foi possível estratificar cada um dos elementos da composição da imagem, de modo a obter a fundamentação necessária para a interpretação. Os estudos de Martine Joly e também Sandra Ramalho e Oliveira permitiram que as imagens fossem analisadas sistematicamente, correlacionando os elementos e justificando sua presença. As revisões teóricas possibilitaram a interpretação e o conjunto dessas ações resultou na leitura dos rótulos, entendidos aqui como uma única composição visual. Como resultado, foi possível estabelecer padrões entre as análises individuais, talvez não similares entre si, mas de relação entre os diferentes elementos que compõe. Referências regionais, de estilo, conectadas às diferentes características da cerveja, de cunho cultural e tradicional e também relacionada ao pertencimento, de associação com o conhecimento popular já difundido.
Visual communication predates the human history since its origin precedes the invention of writing. Even before the speech, it was present and took important role in life in society. The fact is human beings are visual, they consume countless images in the course of life and the interpretation of each one of them is related to the experiences, knowledge, environment which they live in. It is this inherent ability to visualize, process and interpret the images that has been proposed by this study. Therefore, it uses the image of the labels of the main Brazilian craft beers today, performing a reading of these images. Based on the work of Donis Dondis, it was possible to stratify each of the elements that comprise the image, in order to obtain the necessary validity for interpretation. The studies of Martine Joly and Sandra Ramalho e Oliveira allowed the images to be systematically analyzed by correlating the elements and justifying its presence. The theoretical revisions enabled the interpretation and all of these actions resulted in reading the labels, understood here as a single visual composition. As a result, it was possible to establish patterns between individual analyses, maybe not similar to each other, but the relationship between the different elements that compose it. Regional references, in style, connected to different characteristics, cultural and traditional measures and related to the membership, association with the popular knowledge spread.
Visual communication predates the human history since its origin precedes the invention of writing. Even before the speech, it was present and took important role in life in society. The fact is human beings are visual, they consume countless images in the course of life and the interpretation of each one of them is related to the experiences, knowledge, environment which they live in. It is this inherent ability to visualize, process and interpret the images that has been proposed by this study. Therefore, it uses the image of the labels of the main Brazilian craft beers today, performing a reading of these images. Based on the work of Donis Dondis, it was possible to stratify each of the elements that comprise the image, in order to obtain the necessary validity for interpretation. The studies of Martine Joly and Sandra Ramalho e Oliveira allowed the images to be systematically analyzed by correlating the elements and justifying its presence. The theoretical revisions enabled the interpretation and all of these actions resulted in reading the labels, understood here as a single visual composition. As a result, it was possible to establish patterns between individual analyses, maybe not similar to each other, but the relationship between the different elements that compose it. Regional references, in style, connected to different characteristics, cultural and traditional measures and related to the membership, association with the popular knowledge spread.
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Keywords
Comunicação Visual Imagem Rótulo Cerveja Artesanal Visual Communication Image Label Craft Beer