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Advisor(s)
Abstract(s)
forma online com a preferência gerada na decisão de compra dos consumidores, utilizando
a fotografia como estratégia publicitária na rede social Instagram. Para fundamentação
teórica, foram utilizados livros e artigos como referenciais teóricos, abordando conceitos
de publicidade, fotografia com foco em elementos e técnicas fotográficas, fotografia
publicitária, fotografia gastronômica de cariz promocional, necessidades de consumo e
Instagram. A pesquisa e estudo em questão, procuraram perceber se há maior preferência
dos espectadores nas fotografias produzidas de forma elaborada em comparação com as
fotografias capturadas sem atenção aos detalhes. Para isso, foi realizada uma investigação
através de um inquérito que abordou o tema com imagens comparativas de um mesmo
alimento oriundo de um mesmo estabelecimento.
The present work sought to relate the image of food products advertised online with the preference generated in consumers' purchasing decisions, using photography as an advertising strategy on the social network Instagram. For theoretical foundation, books and articles were used as theoretical references, covering advertising concepts, photography with a focus on photographic elements and techniques, advertising photography, promotional gastronomic photography, consumer needs and Instagram. The research and study in question sought to understand whether there is greater preference among viewers for photographs produced in an elaborate manner compared to photographs captured without attention to detail. To this end, an investigation was carried out through a survey that approached the topic with comparative images of the same food from the same establishment.
The present work sought to relate the image of food products advertised online with the preference generated in consumers' purchasing decisions, using photography as an advertising strategy on the social network Instagram. For theoretical foundation, books and articles were used as theoretical references, covering advertising concepts, photography with a focus on photographic elements and techniques, advertising photography, promotional gastronomic photography, consumer needs and Instagram. The research and study in question sought to understand whether there is greater preference among viewers for photographs produced in an elaborate manner compared to photographs captured without attention to detail. To this end, an investigation was carried out through a survey that approached the topic with comparative images of the same food from the same establishment.
Description
Keywords
Fotografia Fotografia Gastronômica Fotografia Publicitária Instagram Publicidade