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Abstract(s)
A street art embeleza, reabilita e espalha Lisboa lá fora, tornando a cidade, ela própria, numa marca no panorama mundial da arte urbana. Recorrendo ao lugar, como suporte, material artístico e produtor de significação, a street art desperta e ativa os passageiros para mensagens poéticas, políticas, sociais, ou simplesmente, belas. A street art desperta também os ambientes, físicos e sensoriais, produzindo verdadeiras experiências estéticas na rotina diária daqueles que passam.
O seu aparecimento inesperado, o uso provocador e divertido dos materiais artísticos e a inscrição que deixa num espaço público, regulado e controlado, por outras instituições de poder, conferem a esta arte um tom e uma aura jovem, dinâmica, original e moderna.
A investigação que vos apresentamos reflete sobre a capacidade reabilitadora da street art no discurso publicitário e, por efeito, nas marcas. A adaptação da street art, como meio não tradicional da publicidade exterior, interrompe e baralha os filtros que os consumidores desenvolvem para se protegerem das mensagens publicitárias.
Enquanto meio e discurso publicitário, compreendemos que a street art contribui ao estabelecer uma relação entre consumidor, publicidade e marca, mais original e relevante. Criando novas associações, ou reforçando e revitalizando a imagem da marca, ela passa o sinal que a marca está atenta e que quer estabelecer uma verdadeira comunicação, terrena, com os consumidores. Já para a publicidade, a street art atua como consciencializador, atentando para a importância da integração com o ambiente. Não se trata de quantidade, mas de mais harmonia. Os consumidores largam os escudos e as cidades respiram.
Street art embellishes, rehabilitates and makes Lisbon visible to the outside, making the city itself a mark in the world of urban art. Using the place, as support, artistic material and producer of meaning, street art awakens and activates passengers for poetic, political, social or simply, beautiful messages. Street art also awakens for the physical and sensory environments, producing true aesthetic experiences in the daily routine of those who pass by. Its unexpected appearance, the provocative and entertaining use of artistic materials and the inscription it leaves in a public space, regulated and controlled by other institutions of power, adorn this art with a special tone and a young, dynamic, original and modern aura. The research that we present you reflects on the rehabilitative capacity of street art in advertising speech, and hence, in brands. The adaptation of street art, as a non-traditional medium of outdoor advertising, interrupts and shuffles the filters that consumers develop to protect themselves from advertising messages. As a medium and advertising discourse, we conclude that street art contributes by establishing a more original and meaningful relationship between consumer, advertising and brand. By creating new associations, or reinforcing and revitalizing brand images, it passes the signal that the brand is attentive and wants to establish a true, earthly, connection with its consumers. As for advertising, street art develops the attention for the importance of integrations with the environment. Its is not about quantity, bur more about harmony. Consumers drop theirs shields and cities breathe.
Street art embellishes, rehabilitates and makes Lisbon visible to the outside, making the city itself a mark in the world of urban art. Using the place, as support, artistic material and producer of meaning, street art awakens and activates passengers for poetic, political, social or simply, beautiful messages. Street art also awakens for the physical and sensory environments, producing true aesthetic experiences in the daily routine of those who pass by. Its unexpected appearance, the provocative and entertaining use of artistic materials and the inscription it leaves in a public space, regulated and controlled by other institutions of power, adorn this art with a special tone and a young, dynamic, original and modern aura. The research that we present you reflects on the rehabilitative capacity of street art in advertising speech, and hence, in brands. The adaptation of street art, as a non-traditional medium of outdoor advertising, interrupts and shuffles the filters that consumers develop to protect themselves from advertising messages. As a medium and advertising discourse, we conclude that street art contributes by establishing a more original and meaningful relationship between consumer, advertising and brand. By creating new associations, or reinforcing and revitalizing brand images, it passes the signal that the brand is attentive and wants to establish a true, earthly, connection with its consumers. As for advertising, street art develops the attention for the importance of integrations with the environment. Its is not about quantity, bur more about harmony. Consumers drop theirs shields and cities breathe.
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Keywords
Street Art Publicidade Marca Consumidor Ambiente Advertising Brands Consumer Ambient