Monografia_Produção
URI permanente para esta coleçãohttps://ri.ifam.edu.br/handle/4321/745
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24 resultados
Resultados da Pesquisa
Item Prevenção ao diabetes: uma campanha de apoio ao público manauara(2026-06-06) Marinho, Maria Fernanda Kussler; Negreiros, Vinicius de Alencar; Batista, Yago da Silva; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Lira, Wallace; http://lattes.cnpq.br/7834505234728150The significant increase in cases of Diabetes Mellitus in Manaus has raised concerns about the environmental and social factors contributing to this situation. As a chronic disease with a substantial impact on individuals’ quality of life, diabetes requires not only technical treatment but also an effective and humanized communication approach. Despite recent advances in medicine, many patients face barriers to treatment adherence due to limited communication with healthcare professionals, which compromises self-care and disease management. The main objective of this project is to understand the dynamics that contribute to the growth of diabetes cases in Manaus, considering factors such as rapid urbanization and changes in lifestyle. It also aims to propose communication strategies focused on disease prevention, health promotion, and strengthening the relationship between healthcare professionals and patients. To achieve these objectives, a mixed-methods approach with an exploratorydescriptive design will be adopted. Questionnaires will be administered to healthcare professionals and residents of Manaus in order to identify perceptions, prior knowledge, and informational gaps regarding diabetes. The data collected will serve as the basis for the development of advertising campaigns aimed at disease prevention, seeking greater alignment with local realities and increased effectiveness in awareness-raising strategies. By integrating the fields of communication and health, this research seeks to expand knowledge on the subject and promote more effective and humanized care practices for addressing the disease in the region.Item Emoção e consumo: uma análise netnográfica das campanhas publicitárias sazonais “tormenta” (dia das mães) e “casa de vidro” (natal) de o boticário(2026-06-26) Menezes, Hannah Caroline Azevedo de; Lima, Laísa Maida Pinto; http://lattes.cnpq.br/2861253558932164; Laísa Maida Pinto; http://lattes.cnpq.br/2861253558932164; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150This research investigates the use of emotional storytelling in the seasonal advertising campaigns of the O Boticário brand, especially in the "Tormenta" (Mother's Day) and "Casa de Vidro" (Christmas) campaigns, both from 2024, with the aim of understanding the impact of these narratives on the reception and behavior of the consumer audience. The general objective is to analyze the brand's strategies in these campaigns, considering the impact and reception of these pieces by the public. Specific objectives include understanding the role of emotion in advertising; qualitatively analyzing the selected narratives; analyzing the emotional response of consumers through virtual interaction; identifying the importance of emotion as a consumption strategy; and identifying the audiovisual elements used in the pieces. The research is qualitative and adopts netnography as a methodological procedure, using as data source the information available on the brand's official YouTube profile. The 10 oldest, 10 most relevant, and 10 most recent comments from each campaign were collected, complemented by an analysis of the advertising films. The results indicate that the success of the campaigns is related to breaking socially expected patterns for commemorative dates, using visual metaphors, soundtracks that resonate with different generations, and cinematic resources that enhance audience identification. Netnographic analysis revealed that "Tormenta" (Storm) immediately evoked empathy and identification in its first impression, with consumers reporting emotion and recognition of their own family experiences; however, over time, the piece accumulated questions about its direct relationship with the brand's products, with observations that the narrative did not show an explicit link to what was being sold. "Casa de Vidro" (Glass House), on the other hand, maintained a uniformly positive reception by delicately addressing the challenge of caring for elderly parents and the unequal division of this responsibility among children. It can be concluded that authenticity in communication and the use of relatable characters, real family conflicts, and audiovisual resources aligned with the audience organically strengthen consumer loyalty, humanizing the brand and consolidating its bond with the public, in addition to contributing to the understanding of the use of emotional storytelling in the Brazilian advertising landscape.Trabalho de Conclusão de Curso Tendências de consumo digital e seu impacto na promoção de álbuns físicos de K-POP: um estudo de caso sobre o álbum 'Get Up' do grupo Newjeans(2024-09-02) Costa, Felipe Gonçalves; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157K-pop, a South Korean musical genre, emerged in the late 1990s as part of the "Hallyu" movement, or "Korean wave," which propelled South Korean culture onto the global stage. The popularity of K-pop is due to its combination of diverse musical styles, complex choreography, high-production music videos, and highly trained artists, resulting in a significant influence on global entertainment production. Supported by the South Korean government, K-pop has transformed into an economic force, generating over $4.7 billion annually. This growth is driven by private companies that have invested in the country's culture and media export over the past 20 years. A notable aspect is the impact of K-pop on the revitalization of physical album sales, which, despite the digital boom, remain strong due to innovative marketing strategies and fan engagement. Record labels have adapted their promotion and sales strategies to the digital environment, using online platforms and social media to attract consumers, especially young people, who are the main audience of K-pop. This phenomenon reflects contemporary market dynamics and highlights the economic, social, and cultural impact of K-pop, which transcends geographical and cultural boundaries. This study, by analyzing the album "Get Up" by the group NewJeans, aims to explore how digital consumption trends are shaping the promotion and sales of physical albums in K-pop. The research seeks to provide valuable insights for marketing and promotion strategies in other cultural and creative industries.Trabalho de Conclusão de Curso A influência e o impacto cultural das animações japonesas sobre o consumo de produtos licenciados(2023-12-12) Martins, Bruna Oliveira; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Lira, Wallace; http://lattes.cnpq.br/7834505234728150The popularity of Japanese cartoons, popularly known as anime and which had its origin in the 60s, are already considered a worldwide cultural phenomenon and are already part of the fun of many people, becoming a great target for consumption of licensed products in the Brazilian market. Thus, the Course Completion Work (TCC) proposes as a general objective to identify the influence and cultural impact that Japanese animations have on the consumption of licensed products. The research is of the Narrative Literature Review type, with a qualitative approach, with descriptive and exploratory purposes and bibliographic procedures. The emergence of anime in the last ten years in Brazil has had great impacts on the diversification of distribution and consumption modes in the Brazilian economy, since licensed products contribute to the diffusion and expansion of world culture in the country and through this, access to Japanese cartoons. Finally, it is concluded that anime has become a pillar of Japanese television and modern culture, especially after its worldwide popularization through streaming platforms, contributing to the economic expansion not only of Japan, but of other countries that sell products focused on these cartoons.Trabalho de Conclusão de Curso Marketing social e educação ambiental: análise de campanhas publicitárias e outras iniciativas públicas contra a poluição hídrica em Manaus(2023-12-12) Procópio, João Vítor Lima; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Carneiro, Eltton Ricardo de Lima; http://lattes.cnpq.br/0292852098038514; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Santos, Valclides Kid Fernandes dos; http://lattes.cnpq.br/7902062389125321Manaus' urbanization was marked by igarapé3 -alterating processes, through channeling and embankments, which began in the nineteenth century, as well as through human occupation on its riverbanks, dumping of sewage and garbage. In this context, the following municipal measures of urban solid waste (USW) 4 management were analyzed: cleaning of shores and streams, garbage men of joy, voluntary delivery points, scheduled collection of large objects and dismantling of inappropriate trash cans. The research is explanatory, bibliographic, qualitative and quantitative with a questionnaire application by volunteering. In their textual and visual aspects, the environmental education campaigns presented restrain pollution of water resources, highlight the negative consequences of this action, and also publicize the municipal services mentioned above. In addition, social marketing’s ability to change values and mediate behaviors that lead to environmental education and conscious consumption was verified. Finally, was observed the need for overt, continuous and multimedia environmental social marketing campaigns to combat river pollution in Manaus.Trabalho de Conclusão de Curso O storytelling como estratégia para promover a adoção de cães por meio do apoio de marcas às ONGs: um estudo de caso da marca pedigree(2023-12-12) Silva, Reinaldo Silva da; Duarte, Edilson Santos de Oliveira; http://lattes.cnpq.br/7775528266124811; Duarte, Edilson Santos de Oliveira; http://lattes.cnpq.br/7775528266124811; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Batista, Daniel Luiz dos Santos; http://lattes.cnpq.br/0809053848636996Storytelling as a strategy to promote dog adoption, with a focus on brand support for NGOs, using the case study of the Pedigree brand. The analysis encompasses interviews with representatives from various animal adoption NGOs, revealing motivations, trends, and demographic information related to adoption. The study highlights the importance of storytelling in building effective advertising campaigns, using the example of the Pedigree campaign "Adopting is Everything." The engaging narrative presented in the case of Toby, the canine protagonist, seeks to demystify stigmas surrounding adoption, emphasizing that often it is the owners' circumstances, not the animals' behavior, that lead to seeking shelters. The conclusion emphasizes the complexity and diversity in adoption decisions, providing valuable insights for NGOs and responsible marketing strategies. This work aims to contribute to a deep understanding of the use of storytelling in promoting animal adoption and its practical implications.Trabalho de Conclusão de Curso O posicionamento dos bancos nas mídias on e off durante a pandemia da Covid-19 no período de 2020 a 2022(2023-12-11) Queiroz, Jhulie Emily Linhares de; Silva, Karollyne Costa da; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395Trabalho de Conclusão de Curso A transformação vibrante: um estudo sobre a evolução das cores nas campanhas publicitárias para o festival de Parintins(2023-12-10) Gonzaga, Rayne Batista; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This article critically examines the process of adaptation of sponsoring brands to the vibrant Parintins Folk Festival, focusing on the color changes during the event. Considering the strong symbolism of the colors red (Boi Garantido) and blue (Boi Caprichoso) in the festival, the research seeks to understand how brands incorporate these traditions into their visual identities. The results aim to contribute to a deeper understanding of branding strategies in specific cultural contexts, providing valuable insights for the academic field and culturally conscious marketing practices.Trabalho de Conclusão de Curso A importância das cores na percepção de marca(2023-12-11) Siza, Rebeca Moreno; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395; Arruda; http://lattes.cnpq.br/8458855239132157Colors play a fundamental role in marketing, influencing how consumers perceive, react to, and interact with brands and products. The proper selection, combination, and strategic application of colors are crucial elements in establishing strong brand identities and efficiently communicating with the target audience. This study aims to explore the psychology of colors, the emotional and cognitive effects resulting from their use, as well as the branding strategies that organizations employ to maximize the impact of their marketing campaigns and how this affects the perception and consolidation of a brand in the market. To achieve this, a bibliographic review of literature published in the last ten years on the topic was conducted, and relevant articles in Portuguese, English, and Spanish were selected for this review. Understanding the influence of colors in marketing is essential for brands seeking to stand out in a highly competitive market. Finally, it is understood that an understanding of color psychology, the strategic use of colors in brand identity, and consideration of cultural and demographic variations play a crucial role in the creation of successful marketing campaigns, with the choice and strategic application of colors not only affecting the perception of the target audience but also serving as a determining factor in the success and differentiation of a brand in the market.Trabalho de Conclusão de Curso Posicionamento em mídias sociais: experimentos da produção de conteúdo na página virtual diário de um estudante de letras no Instagram(2023-12-11) Reis Júnior, Evandro Oliveira; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395This research falls within the scope of Communication research and its main objective seeks to understand possible parameters for the production of content on the social network Instagram, presenting as an example the virtual page Diário de um Estudante de Letras (in activity since 2020) and their online media strategies. The proposal is still anchored in qualitative, bibliographic and autobiographical research. The specific objectives consisted of: (1) understanding possible parameters for producing content on the social network Instagram to attract followers in a virtual community; (2) identify specific media factors of the virtual page, taken as the research scope, checking the creation, image, design resources (among other aspects), which are adopted; (3) Intervene and propose possible media resources following the experience covered: ideas, insights, apps e possibilities about the production of content on social media. We learned that, based on media models, it is possible to establish identity relationships with users/readers of virtual communities, from the perspective of: Content Marketing; Copywriting; and Storytelling, which also based the research.
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