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Abstract(s)
O presente trabalho tem como finalidade responder à seguinte questão: “Como é que os vídeos publicitários da Victoria's Secret divulgados após o rebranding podem impactar emocionalmente o público feminino em comparação com o material divulgado antes do rebranding?”. O principal objetivo desta investigação é identificar as emoções sentidas pelo publico ao assistir o material audiovisual selecionado. Esta investigacéo configura-se como uma pesquisa descritiva, uma vez que tem como principal finalidade descrever caracteristicas de determinada populagao e o estabelecer relacdes entre as varidveis no contexto da investigação, a partir da coleta de dados. O objeto de andlise foi a Victoria's Secret, mais especificamente, dois dos seus videos publicitérios que foram divulgados antes e após o seu rebranding no ano de 2019. O método de recolha de dados escolhido foi o questionário, respondido por mulheres que fazem parte do publico-alve da marca. O questionario foi elaborado tendo como base a Escala de Afetos Positivos e Afetos Negativos (PANAS), que consiste num conjunto de sentimentos e emoções e que, no caso desta investigacéo, foi utilizado para identificar no publico que respondeu ao questionario, quais foram os impactos emocionais sentidos após a exposição ao conteúdo selecionado. A recolha de dados resultou em 300 participacdes vélidas, de mulheres com 18 anos ou mais, residentes em Portugal. De forma geral, os resultados obtidos demonstram que as inquiridas tiveram mais emogdes positivas acionadas ao assistir o video produzido apds o rebranding, já o video produzido anteriormente, acionou mais emoções negativas. Um rebranding caracteriza-se como o momento em que a empresa opta por ressignificar a sua imagem perante o consumidor. Além de ser interessante discorrer sobre as possiveis motivações que levam uma empresa a fazer um rebranding e investigar o impacto emocional que ele causa no publico, apds ser aplicado numa campanha, os resultados desta investigacéo podem ser um importante contributo para projetos futuros que desejam fazer investigagdes mais detalhadas sobre o tema.
The purpose of this investigation is to answer to the following question: “How can Victoria's Secret advertising videos released after the rebranding have an emotional impact on the female audience in comparison to the material released before the rebranding?” The main objective of this investigation is to identify the emotions felt by the public when watching the selected audiovisual material. This investigation is a descriptive research, since its main purpose is to describe characteristics of a given population and establish relationships between variables in the context of the investigation, based on data collection. The object of analysis was Victoria's Secret, more specifically, two of its advertising videos that were released before and after its rebranding in 2019. The data collection method chosen was the questionnaire, answered by women who are part of the public brand target. The questionnaire was prepared based on the Positive Affect and Negative Affect Scale (PANAS), which consists of a set of feelings and emotions and which, in the case of this investigation, was used to identify the public that responded to the questionnaire, what were the impacts emotional feelings felt after exposure to the selected content. Data collection resulted in 300 valid participations, from women aged 18 or over, residing in Portugal. In general, the results obtained demonstrates that the respondents had more positive emotions triggered when watching the video produced after the rebranding, whereas the video produced previously triggered more negative emotions. A rebranding is characterized as the moment in which the company chooses to give new meaning to its image before the consumer. In addition to being interesting to discuss the possible motivations that lead a company to carry out a rebranding and investigate the emotional impact it causes on the public, after being applied in a campaign, the results of this investigation can be an important contribution to future projects that wish to carry out investigations more detailed information on the topic.
The purpose of this investigation is to answer to the following question: “How can Victoria's Secret advertising videos released after the rebranding have an emotional impact on the female audience in comparison to the material released before the rebranding?” The main objective of this investigation is to identify the emotions felt by the public when watching the selected audiovisual material. This investigation is a descriptive research, since its main purpose is to describe characteristics of a given population and establish relationships between variables in the context of the investigation, based on data collection. The object of analysis was Victoria's Secret, more specifically, two of its advertising videos that were released before and after its rebranding in 2019. The data collection method chosen was the questionnaire, answered by women who are part of the public brand target. The questionnaire was prepared based on the Positive Affect and Negative Affect Scale (PANAS), which consists of a set of feelings and emotions and which, in the case of this investigation, was used to identify the public that responded to the questionnaire, what were the impacts emotional feelings felt after exposure to the selected content. Data collection resulted in 300 valid participations, from women aged 18 or over, residing in Portugal. In general, the results obtained demonstrates that the respondents had more positive emotions triggered when watching the video produced after the rebranding, whereas the video produced previously triggered more negative emotions. A rebranding is characterized as the moment in which the company chooses to give new meaning to its image before the consumer. In addition to being interesting to discuss the possible motivations that lead a company to carry out a rebranding and investigate the emotional impact it causes on the public, after being applied in a campaign, the results of this investigation can be an important contribution to future projects that wish to carry out investigations more detailed information on the topic.
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Keywords
Feminismo Video Publicitério Rebranding Victoria´s Secret Feminism Advertising Video Rebranding Victoria´s Secret