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O papel do design gráfico e marketing emocional na globalização do K-Pop : o caso dos BTS
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| 7.04 MB | Adobe PDF |
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Abstract(s)
Numa época em que a cultura pop se torna cada vez mais global, a Coreia do Sul destacase nesta matéria, conseguindo tornar-se uma potência cultural, através do fenómeno conhecido como Korean Wave (한류). Este movimento, impulsionado principalmente pelo sucesso do k-pop, transformou a música coreana num produto cultural de renome a nível internacional, o que influenciou os mercados e os consumidores do mundo todo. Desta forma, este estilo de música, consegue elaborar uma combinação de estratégias de marketing emocional, com conceitos e storytelling bem desenvolvidos, acompanhadoss de elementos gráficos, que cativam as audiências e criam laços profundos com os principais consumidores, os fãs. Desta forma, este Projeto, visa analisar, como o design gráfico e as estratégias de marketing contribuíram para a ascensão do k-pop, com um foco especial no caso dos BTS, um dos grupos com mais influência e sucesso, dentro do género musical. Por conseguinte, a investigação, explora a forma como a Coreia do Sul utilizou o k-pop para se posicionar como uma marca cultural nacional e internacional Através do desenvolvimento de um projeto de merchandising inspirado nos BTS, apoiado por uma análise empírica que incluiu a aplicação de um inquérito por questionário ao seu público-alvo (os fãs), e uma análise de estudo de caso, foi possível compreender a importância do design e do marketing na criação de produtos que têm uma função não só comercial, mas também cultural, o que permite tornarem-se simbolos da própria cultura coreana. Os resultados indicam que as estratégias utilizadas, não só tornam os BTS como marca e grupo preferencial dentro do núcleo de consumidores, como também fortalecem a posição da Coreia do Sul como líder no cenário cultural a nível internacional.
At a time when pop culture is becoming more and more global, South Korea stands out in this respect, managing to become a cultural powerhouse through the phenomenon known as the Korean Wave (한류). This movement, driven mainly by the success of kpop, has transformed Korean music into an internationally renowned cultural product, which has influenced markets and consumers around the world. In this way, this style of music manages to devise a combination of emotional marketing strategies, with welldeveloped concepts and storytelling, accompanied by graphic elements that captivate audiences and create deep bonds with the main consumers, the fans. In this way, this project aims to analyse how graphic design and marketing strategies have contributed to the rise of k-pop, with a special focus on the case of BTS, one of the most influential and successful groups within this musical genre. Therefore, the research explores how South Korea has used k-pop to position itself as a national and international cultural brand, using the above mentioned strategies. Through the development of a merchandising project inspired by BTS, supported by an empirical analysis that included the application of questionnaire surveys to their target audience (the fans), and an analysis of the case study, it was possible to understand the importance of design and marketing in the creation of products that have not only a commercial function, but also a cultural one, which allows them to become symbols of Korean culture itself. The results indicate this strategies made BTS a brand and preferred group within the consumer core, as well as assisting South Korea's position as a strong leader on the international cultural scene.
At a time when pop culture is becoming more and more global, South Korea stands out in this respect, managing to become a cultural powerhouse through the phenomenon known as the Korean Wave (한류). This movement, driven mainly by the success of kpop, has transformed Korean music into an internationally renowned cultural product, which has influenced markets and consumers around the world. In this way, this style of music manages to devise a combination of emotional marketing strategies, with welldeveloped concepts and storytelling, accompanied by graphic elements that captivate audiences and create deep bonds with the main consumers, the fans. In this way, this project aims to analyse how graphic design and marketing strategies have contributed to the rise of k-pop, with a special focus on the case of BTS, one of the most influential and successful groups within this musical genre. Therefore, the research explores how South Korea has used k-pop to position itself as a national and international cultural brand, using the above mentioned strategies. Through the development of a merchandising project inspired by BTS, supported by an empirical analysis that included the application of questionnaire surveys to their target audience (the fans), and an analysis of the case study, it was possible to understand the importance of design and marketing in the creation of products that have not only a commercial function, but also a cultural one, which allows them to become symbols of Korean culture itself. The results indicate this strategies made BTS a brand and preferred group within the consumer core, as well as assisting South Korea's position as a strong leader on the international cultural scene.
Description
Keywords
K-pop BTS Coreia do Sul Korean wave Marketing nostálgico Storytelling Design gráfico Comportamento do consumidor South Korea Nostalgic marketing Graphic design Consumer behavior
Pedagogical Context
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CC License
Without CC licence