DAIC - Departamento Acadêmico de Informação e Comunicação
URI permanente desta comunidadehttps://ri.ifam.edu.br/handle/4321/657
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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.