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Abstract(s)
A embalagem, hoje, desempenha um importante papel comunicativo e publicitário que se sobrepõe à função estrutural primária de conter e conservar o produto. Essa função comunicativa acontece a dois níveis diferentes, contudo é o nível 2 (N2), o nível publicitário, atrativo e persuasor, o grande responsável por chamar a atenção do consumidor. Os elementos cor, marca e imagem do produto, são os elementos responsáveis pela sedução dos públicos, e as mascotes de marca, presentes principalmente nas embalagens destinadas ao consumo infantil, detêm também uma quota-parte na responsabilidade de atração desses targets. Os elementos visuais da embalagem são assim os comunicadores do conteúdo da embalagem que embora silenciosos, atuam como poderosas ferramentas de marketing que atraem, seduzem, e diferenciam a embalagem da concorrência de modo a conduzir o consumidor à compra. Os consumidores infantis, particularmente em idade pré-escolar, devido à sua ainda incapacidade de ler ou escrever, obtêm a informação sobretudo através dos elementos visuais não textuais. Contudo, os elementos marca, cores, imagem do produto e mascotes partilham o espaço da face da embalagem, em infinitas conjugações de cores e formas gráficas que não deixam perceber a força persuasiva de cada um. Assim, o objetivo primordial deste trabalho consistiu em perceber a força individual de cada um desses elementos, perante o público infantil pré-escolar. A desconstrução necessária do nível 2 com a análise independente a cada um dos elementos conduziu a primeira parte da investigação que culminou num estudo empírico construído a partir da revisão de literatura e da principal questão de investigação.
Enveredámos por uma metodologia qualitativa, com estudo exploratório resultante de observações e entrevistas. Os dados resultantes, quantitativos, foram tratados estatisticamente e os resultados finais foram obtidos através de inferência estatística.
Conseguimos, com este estudo, entender a importância individual de cada um dos elementos de N2 em termos persuasivos. Fortalecemos a ideia de que a cor é um elemento importante para as crianças e que, estas tendem a preferir embalagens com a sua cor predileta. Também entendemos que a marca se revela importante contudo, é facilmente preterida pelas crianças a favor de outros elementos. A mascote manifesta-se como o elemento mais persuasivo da embalagem de cereais pois as crianças demonstram conhecer mais mascotes que marcas. Despistámos a ideia de que o produto da embalagem atua como elemento decisor nas escolhas das crianças pois estas são mais facilmente persuadidas pelo aspeto visual da embalagem. A principal conclusão desta investigação é que uma imagem nova de uma embalagem pode demolir a fidelidade por uma marca conhecida.
Consolidamos assim com este trabalho a sobrevalorização que as crianças em idade préescolar detêm pelo aspeto visual da embalagem, e portanto sobrelevamos a responsabilidade que a imagem da embalagem e a conjugação dos vários elementos podem ter na decisão de compra desses targets.
Today Package plays an important communicative and advertising role that overlaps the primary structural function of contain and preserve the product. This communicative function occurs at two different levels, however the level 2 (N2) is the main responsible for the seduction of the public because this level, the advertising one, is more attractive and persuasive. The N2 elements are largely responsible for calling the attention of the consumer with the colors, the brands and the product image. Also, the mascot’s brands, present mainly in packaging designed for children's consumption, hold a share in the responsibility for the attraction of these targets. The visual elements of the package are the communicators of the package contents that although silent, act as powerful marketing tools that attract, seduce, and differentiate the packaging of competitors, in order to drive the consumer to buy. The infant consumers, particularly pre-school ages, due to its inability to even read or write, get information mainly through non-textual visual elements. However, the brands, colors, product image and brand characters, who share the space of the packaging in endless combinations of colors and graphic shapes, leave no room for find out the persuasive power of each. Therefore, the main objective of this work was to realize the individual strength of each of these elements, on the pre-school children group. The necessary deconstruction of level 2 with each of the independent analysis conducted the first elements of the investigation that culminated in an empirical study, constructed from the literature review and the main research question. We settle on to work with a qualitative methodology, with exploratory study based on observations and interviews. The resulting data, quantitative, were treated statistically, and the final results were obtained by statistical inference. With this study, we managed to understand the individual importance of each of the elements of N2 in persuasive terms. We strengthen the idea that color is an important element for the children and also that they tend to prefer packages with their favorite color. We also understand that the brand is revealed important to children, however, is easily passed over in favor of other elements. The mascot manifests itself as the most persuasive element of the package of cereal because children demonstrate to be more familiar with mascots rather than brands. We also realize that the children are more easily persuaded by the visual appearance of the package than the product itself. We realize that a new image of a package can break the fidelity of a known brand, and that, is the main exposure of this investigation. With this work we overvalue that preschool children are well conscious about the visual look of the packaging, so we highlight the responsibility that the image of the packaging and the combination of several elements may have in the purchase decision of these targets.
Today Package plays an important communicative and advertising role that overlaps the primary structural function of contain and preserve the product. This communicative function occurs at two different levels, however the level 2 (N2) is the main responsible for the seduction of the public because this level, the advertising one, is more attractive and persuasive. The N2 elements are largely responsible for calling the attention of the consumer with the colors, the brands and the product image. Also, the mascot’s brands, present mainly in packaging designed for children's consumption, hold a share in the responsibility for the attraction of these targets. The visual elements of the package are the communicators of the package contents that although silent, act as powerful marketing tools that attract, seduce, and differentiate the packaging of competitors, in order to drive the consumer to buy. The infant consumers, particularly pre-school ages, due to its inability to even read or write, get information mainly through non-textual visual elements. However, the brands, colors, product image and brand characters, who share the space of the packaging in endless combinations of colors and graphic shapes, leave no room for find out the persuasive power of each. Therefore, the main objective of this work was to realize the individual strength of each of these elements, on the pre-school children group. The necessary deconstruction of level 2 with each of the independent analysis conducted the first elements of the investigation that culminated in an empirical study, constructed from the literature review and the main research question. We settle on to work with a qualitative methodology, with exploratory study based on observations and interviews. The resulting data, quantitative, were treated statistically, and the final results were obtained by statistical inference. With this study, we managed to understand the individual importance of each of the elements of N2 in persuasive terms. We strengthen the idea that color is an important element for the children and also that they tend to prefer packages with their favorite color. We also understand that the brand is revealed important to children, however, is easily passed over in favor of other elements. The mascot manifests itself as the most persuasive element of the package of cereal because children demonstrate to be more familiar with mascots rather than brands. We also realize that the children are more easily persuaded by the visual appearance of the package than the product itself. We realize that a new image of a package can break the fidelity of a known brand, and that, is the main exposure of this investigation. With this work we overvalue that preschool children are well conscious about the visual look of the packaging, so we highlight the responsibility that the image of the packaging and the combination of several elements may have in the purchase decision of these targets.
Description
Keywords
Comunicação visual - Publicidade - Criança pré-escolar Produto - Marketing - Criança pré-escolar Embalagem - Cor Embalagem - Marca Embalagem - Mascotes