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Abstract(s)
O ato de publicitar tem-se revelado uma atividade essencial na criação de reputação das empresas, mas qual será o melhor conteúdo para atrair a atenção do público? Existem diversos tipos de conteúdo disponíveis, como os vídeos, fotografias, hiperligações ou simplesmente texto. Neste projeto o intuito é comparar o conteúdo fotográfico do restante conteúdo e compreender a importância da mobilização da fotografia na publicidade através das redes sociais. Durante quinze semanas procedeu-se a dois tipos de análise das publicações das redes socias de quatro empresas de ramos diferentes (companhias aéreas e beleza e cosmética): análise quantitativa de todas as publicações e as suas interações e análise qualitativa, isto é, elementos, cor, luz e objetivo de publicações exclusivamente fotográficas. Num período de análise atingido por uma pandemia inesperada, os resultados foram certamente afetados, no entanto, é possível obter uma visão sobre a posição das empresas em diferentes momentos do acontecimento invulgar que atravessamos. O uso de fotografia nas companhias aéreas é inferior tal como as interações fotográficas, enquanto que as empresas de cosméticos se apoiam mais na fotografia e isso reflete-se nas interações com este tipo de elementos nas suas redes sociais. Em companhias aéreas, existe maior proveito de luz natural e as cores predominantes são azul e branco associadas ao céu. Nas empresas de cosmética, a luz é tendencialmente artificial e destaca-se o azul, rosa, branco, preto, dourado e vermelho, cores associadas à hidratação, pureza e limpeza proporcionada pelos cosméticos, bem como a beleza, elegância, riqueza e paixão
Advertising has proven to be an essential activity in creating a company's reputation, but what is the best content to attract the public's attention? There are several types of content available, such as videos, photographs, hyperlinks or simply text. In this project the intent is to compare photographic content to the other forms of content and to understand the importance of mobilizing photography in advertising through social media. For fifteen weeks, two types of analysis of the social media posts of four companies from different industries (airlines / beauty and cosmetics) were carried out: quantitative analysis of all posts and their interactions and qualitative analysis, that is elements, colour, light and purpose of exclusively photographic posts. In an analysis period hit by an unexpected pandemic, the results were certainly affected, however, it is possible to gain insight into the position of companies at different times of the unusual event we went through. The use of photography in airlines is lower as are photo interactions, while cosmetics companies rely more on photography and this is reflected in interactions with this type of element in their social networks. In airlines, there is more use of natural light and the predominant colours are blue and white associated with the sky. In cosmetics companies, light tends to be artificial and blue, pink, white, black, gold and red stand out, colours associated with hydration, purity and cleanliness provided by cosmetics, as well as beauty, elegance, wealth and passion.
Advertising has proven to be an essential activity in creating a company's reputation, but what is the best content to attract the public's attention? There are several types of content available, such as videos, photographs, hyperlinks or simply text. In this project the intent is to compare photographic content to the other forms of content and to understand the importance of mobilizing photography in advertising through social media. For fifteen weeks, two types of analysis of the social media posts of four companies from different industries (airlines / beauty and cosmetics) were carried out: quantitative analysis of all posts and their interactions and qualitative analysis, that is elements, colour, light and purpose of exclusively photographic posts. In an analysis period hit by an unexpected pandemic, the results were certainly affected, however, it is possible to gain insight into the position of companies at different times of the unusual event we went through. The use of photography in airlines is lower as are photo interactions, while cosmetics companies rely more on photography and this is reflected in interactions with this type of element in their social networks. In airlines, there is more use of natural light and the predominant colours are blue and white associated with the sky. In cosmetics companies, light tends to be artificial and blue, pink, white, black, gold and red stand out, colours associated with hydration, purity and cleanliness provided by cosmetics, as well as beauty, elegance, wealth and passion.
Description
Keywords
Fotografia Publicidade Redes Sociais Photography Advertising Social Media