| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 795.86 KB | Adobe PDF | |||
| 8.78 MB | Adobe PDF |
Abstract(s)
O espaço da imagem publicitária em geral está impregnado de contextualizações culturais, nesta investigação que tem como objetivo compreender e descortinar sentidos e significados existentes na representação do espaço da imagem publicitária da revista da área de arquitetura Domus - Contemporary Architecture Interiors Design Art, do período de Junho de 2007 a Junho de 2008. Foram construídas conceptualizações espaciais a partir dos estudos dos antropólogos Edward T. Hall e Marc Augé, esta visão particular do espaço nesta investigação foi conseguida a partir da criação de um modelo de organização e interpretação espacial o “arquiespaço” e corresponde a uma construção de sentido elaborada sob duas vertentes a significante e a de significado. Propusemo-nos compreender os padrões de comportamento que determinam as relações espaciais. A comunicação subjacente a cada imagem estática depende, fortemente, do modo como contextualizamos os produtos e a relação entre estes e os atores. Assim sendo, referimo-nos a ela como a linguagem do comportamento. A linguagem não-verbal é suportada por uma multiplicidade de comportamentos que, com este estudo, procuraremos entender e articular com dimensão espacial.
As dimensões significantes do espaço são determinantes para posteriormente se aplicarem às conceptualizações inerentes à dimensão significado, desta complementaridade ressalta o “espaço predominante” como uma forma de visualizar e conceptualizar a espacialidade da imagem.
Tal como o Cubismo se centra numa representação única do objeto onde retrata todas as partes de um objeto no mesmo plano, permitindo desenhar as formas da natureza a partir de uma representação geométrica, este estudo foca-se na imagem estática e interpreta os seus diversos significados; a partir da observação e análise de todos os símbolos, ícones e signos de cada espacialidade, permitindo, através da identificação dos padrões culturais, encaminhar o público-alvo no processo cognitivo de reconhecimento.
Na visão do espaço predominante, que se encontra dentro do modelo “arquiespaço”, é aplicado ao nosso corpus de análise como um instrumento que permite decifrar códigos contextuais que, apreendemos ao longo das nossas vidas e, se inscrevem no nosso modo aprendizagem espontâneo, ou seja, de natureza empírica. Deste modo, nesta tese de doutoramento, atentaremos o modo como os espaços da imagem fotográfica se afirmam, produzindo, simultaneamente, uma criação de sentido singular, capaz de refletir leituras e interpretações contextuais inovadoras.
O espaço da imagem estática é, essencialmente, um palanque que ostenta intencionalmente todas as caraterísticas do produto que pretende publicitar e, ao mesmo tempo, oculta toda a informação que lhe é nefasta. A variedade das estratégias publicitárias subjacentes a este processo de comunicação permitem, por um lado, visualizar, compreender e respeitar a diversidade de relações interpessoais entre atores, ou entre mercadorias e os atores e a construção de sentido que nele se estabelece, de um modo silencioso e comportamental, por outro, a representação cénica do espaço é, igualmente, suportada, pela representação objetal contextualizada ou descontextualizada.
Desta forma, propomos como estratégia de trabalho selecionar e investigar um conjunto de questões gerais que refletem e traduzem as principais dúvidas da relação do espaço ao modelo “arquiespaço” existente na imagem fotográfica publicitária da revista Domus. Iremos ainda, confirmar, se há ou não, uma linha de continuidade de investigação entre as espacialidades anteriormente criadas na minha dissertação de Mestrado, intitulada “Representação do espaço na imagem publicitária” que, por condicionantes de cariz académico, não foi possível aprofundar a análise científica do estudo do espaço de um modo extensivo e intensivo. Com este estudo, iremos propor a criação de um modelo de comunicação e interpretação espacial designado por “arquiespaço”, que pretendemos desenvolver e consolidar.
Numa fase posterior, tencionamos aplicar este modelo à análise da imagem estática em geral, seja ela um evento ou o espaço de cidade, tentando estabelecer uma ligação entre a afirmação contemporânea da sua existência, como consequência do seu passado e antecipação do seu futuro.
Por fim, considerando que a comunicação se estabelece entre este modelo espacial e a imagem fotográfica, é ainda importante aferir a eficiência deste processo se se pode estender a outros domínios e estudos de investigação espacial.
In general, the space of the advertising image is informed by cultural contextualization. In this research work, our objective is to understand as well as to find out about existing significances and significant elements in the representation of the advertising image of the Domus magazine – Contemporary Architecture Interiors Design Art - throughout the time length between June 2007 and June 2008. Special conceptualizations were built having as a basis the studies of two anthropologists – Edward T. Hall and Marc Augé. In this work, the particular stand regarding space was constructed from a spatial organization and interpretation model called ‘arquiespaço’, and corresponds to the construction of significance on two specific levels – significant and signified. Our set goal was to understand the patterns of behaviour which determine the spatial relations. The underlying communication to each static image strongly depends upon the way the products in relation to the authors are put in context. Thus, we shall refer to it as the language of behaviour. The non-verbal language is supported by multiple behaviours that we shall both understand and articulate with the spatial dimension. The significant dimensions of space are first determined in order to apply them later to the conceptualizations linked to the signified dimension. From this complementarity, the ‘predominant space’ becomes prominent as a way to visualise and conceptualise the spatiality of the image. Like Cubism, focused on the unique representation of the object where all the parts of the object are mirrored on the same plan, allowing to sketch the forms of nature from a geometrical representation, this study focus on the static image and interprets its multiple significances from the observation and analysis of all symbols, icons and signs of each spatiality, allowing, by dint of the identification of the cultural patterns, to lead the target public through the cognitive process of recognition. Within the predominant space, which is located inside the ‘arquiespaço’ model, our analytical corpus functions as an instrument which permits to decode contextual codes that we have learnt throughout our lives and fit into our spontaneous learning process, that is to say, of an empirical nature. Hence, in this PhD thesis, we shall deal with the way the spaces of the photographic image is materialized , producing at the same time a particular sense, capable of reflecting innovating contextual readings and interpretations. The space of the static image is essentially a platform which intentionally displays all the characteristics of a product to be advertised and, at the same time, conceals all sorts of information which might harm the product. The variety of the advertising strategies underlying this process of communication allow, on the one hand, to visualise, understand and respect the diversity of interpersonal relations amongst the actors, or between goods and actors and the sense which might be thus established, silently and behavioural, on the other. The scenic representation of the space is also supported by the representation of the object either contextualized or decontextualized. This way, we propose, as a work strategy, to select and research a number of general questions which reflect and translate the main doubts raised by the relation of the space to the ‘arquiespaço’ model existing in the advertising image in the Domus magazine. We shall further confirm whether there is or there is not a continuation research line between the spatiality previously created in my Masters dissertation entitled ‘Representation of Space in the Advertising Image’ whose , due to academic constraints, scientific analysis of the study of the space in an extensive end exhaustive way was not possible to carry out. With this research work, we shall propose the creation of a spatial communication and interpretation model named ‘arquiespaço’, which we have the intention to both implement and consolidate. In a later phase, we intend to apply this model to the analysis of the static image, regardless of the fact that it is an event or a space in a city, while trying to establish a link between the contemporary affirmation of its existence as a consequence of its past and the anticipation of its future. Finally, considering that communication is established between this spatial model and the photographic image, it is yet important to assess the efficacy of this process in what regards other fields and studies of spatial research.
In general, the space of the advertising image is informed by cultural contextualization. In this research work, our objective is to understand as well as to find out about existing significances and significant elements in the representation of the advertising image of the Domus magazine – Contemporary Architecture Interiors Design Art - throughout the time length between June 2007 and June 2008. Special conceptualizations were built having as a basis the studies of two anthropologists – Edward T. Hall and Marc Augé. In this work, the particular stand regarding space was constructed from a spatial organization and interpretation model called ‘arquiespaço’, and corresponds to the construction of significance on two specific levels – significant and signified. Our set goal was to understand the patterns of behaviour which determine the spatial relations. The underlying communication to each static image strongly depends upon the way the products in relation to the authors are put in context. Thus, we shall refer to it as the language of behaviour. The non-verbal language is supported by multiple behaviours that we shall both understand and articulate with the spatial dimension. The significant dimensions of space are first determined in order to apply them later to the conceptualizations linked to the signified dimension. From this complementarity, the ‘predominant space’ becomes prominent as a way to visualise and conceptualise the spatiality of the image. Like Cubism, focused on the unique representation of the object where all the parts of the object are mirrored on the same plan, allowing to sketch the forms of nature from a geometrical representation, this study focus on the static image and interprets its multiple significances from the observation and analysis of all symbols, icons and signs of each spatiality, allowing, by dint of the identification of the cultural patterns, to lead the target public through the cognitive process of recognition. Within the predominant space, which is located inside the ‘arquiespaço’ model, our analytical corpus functions as an instrument which permits to decode contextual codes that we have learnt throughout our lives and fit into our spontaneous learning process, that is to say, of an empirical nature. Hence, in this PhD thesis, we shall deal with the way the spaces of the photographic image is materialized , producing at the same time a particular sense, capable of reflecting innovating contextual readings and interpretations. The space of the static image is essentially a platform which intentionally displays all the characteristics of a product to be advertised and, at the same time, conceals all sorts of information which might harm the product. The variety of the advertising strategies underlying this process of communication allow, on the one hand, to visualise, understand and respect the diversity of interpersonal relations amongst the actors, or between goods and actors and the sense which might be thus established, silently and behavioural, on the other. The scenic representation of the space is also supported by the representation of the object either contextualized or decontextualized. This way, we propose, as a work strategy, to select and research a number of general questions which reflect and translate the main doubts raised by the relation of the space to the ‘arquiespaço’ model existing in the advertising image in the Domus magazine. We shall further confirm whether there is or there is not a continuation research line between the spatiality previously created in my Masters dissertation entitled ‘Representation of Space in the Advertising Image’ whose , due to academic constraints, scientific analysis of the study of the space in an extensive end exhaustive way was not possible to carry out. With this research work, we shall propose the creation of a spatial communication and interpretation model named ‘arquiespaço’, which we have the intention to both implement and consolidate. In a later phase, we intend to apply this model to the analysis of the static image, regardless of the fact that it is an event or a space in a city, while trying to establish a link between the contemporary affirmation of its existence as a consequence of its past and the anticipation of its future. Finally, considering that communication is established between this spatial model and the photographic image, it is yet important to assess the efficacy of this process in what regards other fields and studies of spatial research.
Description
Keywords
Representação do espaço Modelo de comunicação Interpretação espacial