Verbal and visual composition advertisements printed magazines and posters in the convergence era

• Grant number: 16/11566-3
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: October 01, 2016
• End date: September 30, 2017
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Lucilene dos Santos Gonzales
• Grantee: Raquel Schmidt Ribeiro
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

Faced with the digital revolution, new media have not replaced the old and the emerging paradigm of convergence integrates old and new media increasingly complex ways. The digital media have come to offer information opportunities, communication, entertainment and relationship in different media environment. The traditional media as well as traditional advertising - now coexist with digital media with mobile devices - tablets and mobile Android- currently offer the most interactive means that society has experienced. And brands are increasingly entering these technological supports. This reconfiguration in perception and everyday life of society, especially in the way we consume and produce content, affected the way brands are in contact with their consumers; Now, in addition to traditional media include in its communication strategy, tactics, technologies and platforms to maintain continuous contact with consumers. And how print advertising -magazines and posters- are composed in this new media landscape with endless possibilities of information, collaboration, call and contact? We intend to observe possible changes in verbal and visual composition of print advertising - magazines and cartazes- by checking the elements involved in communication, its functions, and formatting of titles, text and slogans. Our object of analysis will be advertisings in magazines and posters addressing the public from different genres, age and social class. This is a bibliographic research, exploratory - on advertising in printed magazines and posters - and analytics to check the composition of printed advertising, focusing on results in verbal language of marketing communication.