Transformations in consumer rhetoric: visual composition in print magazine advertisements in the convergence era

• Grant number: 18/05192-9
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: July 01, 2018
• End date: June 30, 2019
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Lucilene dos Santos Gonzales
• Grantee: Bruna Lima de Assis
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

Faced with the phenomena of cyberculture, cultural and technological convergence, there is a reconfiguration in the paradigms and practices of communication and consumption, which consequently is reflected in the composition of the publicity and practices published in printed magazines. We have been investigating, since 2016, 138 advertisements (2014 - 2016) in which we find, in addition to title, subtitle, image, text, brand and slogan, already presented in the work of Gonzales (2003), plus twenty- printed ad. This initial part of the research was aided by Fapesp with a scientific initiation scholarship in which we theoretically founded the research for the exploration of the publicity of six printed magazines directed to different audiences. We categorized your products and services which allowed us to know the profile of your readership and which components of your advertising. We intend to verify the semiological structuring of the visual statements - images, brand, icons of social media ... - to (re) define, if necessary, - since an initial research was already made in 2016, in which the exploitation of advertising was theoretically based of six printed magazines aimed at different audiences - the constitution and function of each of the components present in contemporary advertising. It is, therefore, a comparative and analytical research aimed at systematizing the visual composition of print magazine advertising in contemporary times - 2014/2016. (AU)