Das trianguralidades entre design, arte e publicidade bos espaços públicos : um estudo sobre o mural urbano publicitário
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2017
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Resumo
No contexto nacional e internacional a arte urbana tem ganho notoriedade
constatando-se interesse de marcas na sua rentabilização, visibilidade e potencial de
comunicação. Recentemente, o mural urbano mostra-se na paisagem urbana como
alternativa à imagem fotográfica, apresentada por algumas marcas como suporte publicitário.
O designer insere-se neste fenómeno contemporâneo, como agente requisitado na produção
de murais publicitários. Nesta investigação aprofunda-se a articulação através do mural, dos
conceitos: design, arte urbana e publicidade no espaço público. Como finalidade explora-se a
partilha das dimensões entre os três conceitos. Seguiu-se uma metodologia qualitativa tipo
estudo de caso – mural urbano publicitário como agregador destas três atividades. Este mural
como ferramenta de comunicação e expressão teve, em momentos da história das cidades, a
sua ubicação às áreas do design, arte, ou publicidade, desenvolvendo-se como resposta por
artistas, a encomendas de marcas. Procurou-se compreender a perspetiva discursiva de
designers associados às áreas identificadas, relacionando-a com a análise composicional,
semiótica e multimodal com recurso a meta-funções, de murais de arte urbana, de marcas ou
de cariz comercial; encontraram-se consonâncias e dissonâncias entre murais, também a
nível textual. Da relação entre os dados, conclui-se sobre transversalidades dos conceitos e
prática de design, arte urbana e publicidade.
Within national and international context, street art has been gaining notoriety, namely with some brand’s interest in monetization, visibility and communication potential. Recently, urban mural has been used towards those means, presenting itself within the urban landscape as an alternative to photographic imagery, used by brands. Designers have had a crucial role in this contemporary phenomenon as a requested agent in the production of advertising murals. In this research, one seeks to deepen the articulation, through the mural, of the following concepts: design, street art and advertising within public space. As a tool of communication and expression, has had, in cities’ historical moments, its role within art, design or advertisement areas, developing as a response from artists, at brands requests. Seeking to explore the dimensions shared between the three concepts with the commercial urban mural as the case study of the research. The understanding of the designers’ discursive perspective associated with the appointed areas was related to compositional, semiotic and multimodal analysis with appeal to meta-functions, from street art to commercial murals; consonances and dissonances were found between murals, also at a textual level. Considering different data, transversality was concluded of concept and practice of design, street art and advertising.
Within national and international context, street art has been gaining notoriety, namely with some brand’s interest in monetization, visibility and communication potential. Recently, urban mural has been used towards those means, presenting itself within the urban landscape as an alternative to photographic imagery, used by brands. Designers have had a crucial role in this contemporary phenomenon as a requested agent in the production of advertising murals. In this research, one seeks to deepen the articulation, through the mural, of the following concepts: design, street art and advertising within public space. As a tool of communication and expression, has had, in cities’ historical moments, its role within art, design or advertisement areas, developing as a response from artists, at brands requests. Seeking to explore the dimensions shared between the three concepts with the commercial urban mural as the case study of the research. The understanding of the designers’ discursive perspective associated with the appointed areas was related to compositional, semiotic and multimodal analysis with appeal to meta-functions, from street art to commercial murals; consonances and dissonances were found between murals, also at a textual level. Considering different data, transversality was concluded of concept and practice of design, street art and advertising.
Descrição
Orientação: Helena Catarina Silva Lebre Elias
Palavras-chave
MESTRADO EM DESIGN, DESIGN, ARTE URBANA, PUBLICIDADE, ESPAÇO PÚBLICO, PUBLICIDADE EXTERIOR, MURAIS, DESIGN, STREET ART, ADVERTISING, PUBLIC SPACE, OUTDOOR ADVERTISING, MURALS