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Advisor(s)
Abstract(s)
Pretendemos com este estudo descortinar sentidos e significados na
representação do espaço da imagem publicitária, tendo como referência um corpus
de análise constituído pelas revistas femininas da Vogue, do período de Setembro a
Novembro de 2008. Foram construídas conceptualizações espaciais a partir dos
estudos dos antropólogos Edward T. Hall e Marc Augé. Propusemo-nos compreender
os padrões de comportamento que determinam as relações espaciais. A leitura
subjacente a cada imagem é suportada por um contexto cultural do comportamento.
Na linguagem não-verbal, existe uma substancial diversidade de comportamentos
que precisamos de explorar e compreender, este estudo centrou-se fazer a ligação
entre a linguagem corporal e a do tempo e do espaço. A imagem publicitária
transmite inúmeros significados; todos os símbolos, sinais e signos que a constituem
têm uma função específica superior que está intimamente ligada à orientação do
público alvo, a partir da identificação dos seus padrões culturais. O espaço é
entendido como um meio, ou um instrumento, onde se descobrem comunicações
contextuais e se faz produção de sentidos, poderemos concluir que o espaço é
comunicação de contextos. Desenvolvemos um trabalho que tem como objectivo
compreender o modo como o espaço, através das suas características, produz
significações publicitárias. Assim, nesta dissertação de mestrado, descortinámos uma
grande diversidade de espaços. Estas espacialidades são o resultado dos vários
factores culturais que, no nosso quotidiano, assumem uma importância vital para a
compreensão da sua dimensão oculta. O entendimento do espaço é, antes de mais, a
forma de decifar uma linguagem própria, que carregamos ao longo da nossa
existência, que pertence à cultura onde estamos inseridos e,
empiricamenteaprendemos a usar e respeitar.
With this study, we intend to perceive the meaning and significance in the representation of space within the publicity image, having for reference the magazines of Vogue of the period of September to November of 2008. From the studies of the anthropologists Edward T. Hall and Marc Augé, we have formed conceptualizations of space. We have set ourselves to inovate by trying to understand the complicated patterns of behavior which determine the assotiations of space, that is, the reading that each image conveys is supported by a cultural context of behaviour. In the non-verbal language there is a huge diversity of behaviour that we need to understand and explore. This study wishes to establish the connection between the body language and the language present in time and space. The image in publicity communicates countless meanings. The symbols and signs that build it are not there by mere chance, they have an important function: to guide the target audience from the identification of their cultural patterns. Space is understoood as an instrument where contextual communications are found and meanings produced. We can declare that space is the communication of contexts. This work has been developed with the objective of perceiving the way that space produces significances in publicity, through its characteristics. In this thesis, we have found a great diversity of spaces. These spaces are the result of the different cultural factors that assume a vital importance to the recognition of their occult dimension in our daily life. Understanding the space is, primarily, a way of decoding one’s language, a language that we carry through our existence, and learn to use empirically, since it belongs to the culture in which we were raised.
With this study, we intend to perceive the meaning and significance in the representation of space within the publicity image, having for reference the magazines of Vogue of the period of September to November of 2008. From the studies of the anthropologists Edward T. Hall and Marc Augé, we have formed conceptualizations of space. We have set ourselves to inovate by trying to understand the complicated patterns of behavior which determine the assotiations of space, that is, the reading that each image conveys is supported by a cultural context of behaviour. In the non-verbal language there is a huge diversity of behaviour that we need to understand and explore. This study wishes to establish the connection between the body language and the language present in time and space. The image in publicity communicates countless meanings. The symbols and signs that build it are not there by mere chance, they have an important function: to guide the target audience from the identification of their cultural patterns. Space is understoood as an instrument where contextual communications are found and meanings produced. We can declare that space is the communication of contexts. This work has been developed with the objective of perceiving the way that space produces significances in publicity, through its characteristics. In this thesis, we have found a great diversity of spaces. These spaces are the result of the different cultural factors that assume a vital importance to the recognition of their occult dimension in our daily life. Understanding the space is, primarily, a way of decoding one’s language, a language that we carry through our existence, and learn to use empirically, since it belongs to the culture in which we were raised.
Description
Keywords
Publicidade Publicidade - Imagem Publicidade do espaço - Representação Espaço - Produto - Publicidade
Pedagogical Context
Citation
Publisher
Universidade da Beira Interior