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Advisor(s)
Abstract(s)
Atualmente, no meio publicitário a utilização do humor é notória, constituindo muitas vezes o
elemento central de uma campanha, pelo que muitas vezes a piada se sobrepõe às
informações sobre o próprio produto ou marca.
Assim é do interesse dos envolvidos no meio da comunicação estratégica, sejam eles
trabalhadores ou investigadores, perceber de que forma o humor influência a mensagem
publicitária e de que forma este pode ser afetado por determinados fatores, como por
exemplo as características do publico-alvo ou tipo de produto anunciado.
Posto isto, o humor é um tema que desde sempre cativou a atenção de investigadores, tendo
sido exaustivamente analisado na sua condição de fenómeno universal assim como enquanto
elemento presente em áreas de estudo específicas, como é o caso da publicidade
Contudo, as diversas investigações existentes sobre o humor constituem um corpo de
informação de elevado volume e de compreensão nem sempre fácil, sendo várias as opiniões
relativas ao modo como este existe ou como deve ser caracterizado, assim como são múltiplas
as nomenclaturas utilizadas nos diferentes estudos, existindo assim um elevado conjunto de
considerações sobre este tema sem existir no entanto uma conexão entre elas dificultando
assim a sua compreensão e aplicação em estudos práticos.
Deste modo, este trabalho propõe-se a expor esse conjunto de informações de forma clara e
analisando-o de modo crítico, procurando estabelecer um tecido conector entre as diversas
investigações existentes, desde as que se estabeleçam sobre uma base exclusivamente teórica
até às considerações centradas numa aplicação prática do humor na área da publicidade.
O objetivo final deste estudo é sintetizar um modelo de análise que permita uma
compreensão mais objetiva dos diferentes conceitos relacionados com o humor publicitário,
assim como uma identificação eficaz de um conjunto de dados, entre os quais se destacam os
tipos de humor publicitário, que podem ser de interesse em investigações futuras.
Currently, the use of humor in an advertising context is often notorious, becoming more and more the centerpiece of various campaigns, overlapping the information about the advertised product or brand. It is in the interest of those involved in the market of strategic communication, whether they are workers or researchers, to understand how humor influences the advertising message and how it may be affected by certain factors, such as the target audience characteristics or the type of product advertised. That said, humor is a theme that has always captured the attention of researchers, having been thoroughly analyzed in its universal phenomenon condition as well as an element present in specific areas of study, such as the advertising case. However, the existing research on humor consists in an huge volume of information of which the understanding is not always easy, containing various opinions concerning the way the humor exists or how it should be characterized, the same way it comprehends multiple classifications used in different studies, thus there is a high number of considerations about humor there is not, however, a connection between them so they become increasingly difficult to understand and to apply in practical studies. This work proposes to present this set of information clearly and analyzing it critically, trying to establish a connective tissue between the various existing researches, from those that are established on a purely theoretical basis to the considerations centered on a practical application of humor in advertising. The final purpose of this study is to synthesize an analysis model which allows a more objective understanding of the various concepts related to the advertising humor, and an effective identification of a dataset, among which we highlight the types of advertising humor, that may be of interest for further investigations.
Currently, the use of humor in an advertising context is often notorious, becoming more and more the centerpiece of various campaigns, overlapping the information about the advertised product or brand. It is in the interest of those involved in the market of strategic communication, whether they are workers or researchers, to understand how humor influences the advertising message and how it may be affected by certain factors, such as the target audience characteristics or the type of product advertised. That said, humor is a theme that has always captured the attention of researchers, having been thoroughly analyzed in its universal phenomenon condition as well as an element present in specific areas of study, such as the advertising case. However, the existing research on humor consists in an huge volume of information of which the understanding is not always easy, containing various opinions concerning the way the humor exists or how it should be characterized, the same way it comprehends multiple classifications used in different studies, thus there is a high number of considerations about humor there is not, however, a connection between them so they become increasingly difficult to understand and to apply in practical studies. This work proposes to present this set of information clearly and analyzing it critically, trying to establish a connective tissue between the various existing researches, from those that are established on a purely theoretical basis to the considerations centered on a practical application of humor in advertising. The final purpose of this study is to synthesize an analysis model which allows a more objective understanding of the various concepts related to the advertising humor, and an effective identification of a dataset, among which we highlight the types of advertising humor, that may be of interest for further investigations.
Description
Keywords
Humor Humor Publicitário Publicidade Taxonomia do Humor Teorias do Humor Tipos de Humor