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Publication
Virtualidades na comunicação das marcas: aplicações da realidade virtual, realidade aumentada e vídeo 360º
| Name: | Description: | Size: | Format: | |
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| 3.93 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo tem como tema primordial a comunicação das marcas através da Realidade Virtual. Com base nesta temática, procurou-se desenvolver um estudo no qual o principal objetivo foi analisar vídeos publicitários de vários anunciantes, publicados no site Ads of the World, tendo como base uma série de categorias e subcategorias, que nos possibilitaram fazer a análise de algumas questões de investigação.
De modo atingir tais propósitos foi utilizada a metodologia de análise de conteúdo, com intuito de analisar todos os anúncios da mostra, tendo por base 5 grelhas de análise e a consecutiva análise quantitativa dos dados. O Corpus deste trabalho contém 38 vídeos de 33 anunciantes, da coleção “VR in Advertising” do site referido.
Ao caracterizar os vídeos, percebeu-se que existem 3 tipos: o de Realidade Virtual, de Realidade Aumentada e 360º. O mais utilizado pelos anunciantes foram os vídeos de Realidade Virtual. Observou-se também, que dentro da classificação de uma experiência virtual, existem três tipos de sessões: a passiva, a exploratória e a interativa. De acordo com os resultados observados nesta pesquisa, percebe-se que existem cada vez mais marcas com a intenção de proporcionar ao consumidor uma experiência diferente, que o envolva de maneira a este se sentir mais próximo com a marca, com o produto/serviço ou sensibilizado com determinado assunto.
Verificou-se que algumas marcas já aplicaram a Realidade Virtual nos seus negócios e percebemos que já estão presentes em diversas áreas comunicacionais, nomeadamente no setor do turismo, moda, entretenimento, comunicação cultural, retalho e também em ações de sensibilização ao público. Julgamos que a Realidade Virtual, terreno que começa a ser desbravado pelas marcas, constituirá num futuro próximo uma forma usual de comunicar, com todas as vantagens que lhe são inerentes.
This study has as main theme the communication of brands through virtual reality. Based on this theme, it was tried to develop a research in which the main objective was to analyse advertising videos from several advertisers, published on the website Ads of the World, on the basis of various categories and subcategories which allowed us to analyse some research issues. In order to achieve such purposes, the methodology of content analysis was used with the intention to analyse every ad, based on 5 analysis grids and the consecutive quantitative data analysis. The corpus of this work contains 38 videos from 33 advertisers from the "VR in Advertising" collection from the previously mentioned website. By characterizing the videos, it was noticed that it exits 3 types: the virtual reality, the augmented reality and the 360 degrees. The most used by the advertisers were the virtual reality videos. It was as well perceived that in the classification of a virtual experience, it exists three types of sessions: the passive, the exploratory and the interactive. According to the results observed in this research, it was realized that it exists more and more brands which intention is providing the consumer with an different experience that involves him in a way that he feels more close to the brand, product/service or sensitized with a certain subject. It was noticed that some brands did already apply virtual reality in their businesses and it is understood that they are already present in various communicational fields, namely in tourism, fashion, entertainment, cultural communication, retail sectors and also in sensitization actions. We believe that virtual reality, an field that begins to be explored by the brands, will form, in a near future an usual way of communication, with every advantage that is inherent in it.
This study has as main theme the communication of brands through virtual reality. Based on this theme, it was tried to develop a research in which the main objective was to analyse advertising videos from several advertisers, published on the website Ads of the World, on the basis of various categories and subcategories which allowed us to analyse some research issues. In order to achieve such purposes, the methodology of content analysis was used with the intention to analyse every ad, based on 5 analysis grids and the consecutive quantitative data analysis. The corpus of this work contains 38 videos from 33 advertisers from the "VR in Advertising" collection from the previously mentioned website. By characterizing the videos, it was noticed that it exits 3 types: the virtual reality, the augmented reality and the 360 degrees. The most used by the advertisers were the virtual reality videos. It was as well perceived that in the classification of a virtual experience, it exists three types of sessions: the passive, the exploratory and the interactive. According to the results observed in this research, it was realized that it exists more and more brands which intention is providing the consumer with an different experience that involves him in a way that he feels more close to the brand, product/service or sensitized with a certain subject. It was noticed that some brands did already apply virtual reality in their businesses and it is understood that they are already present in various communicational fields, namely in tourism, fashion, entertainment, cultural communication, retail sectors and also in sensitization actions. We believe that virtual reality, an field that begins to be explored by the brands, will form, in a near future an usual way of communication, with every advantage that is inherent in it.
Description
Keywords
Realidade Virtual Comunicação Marketing Publicidade Análise de Conteúdo Virtual Reality Communication Marketing Publicity Content Analysis