Estratégias de comunicação de jogos e brinquedos : estudo de casos na marca Science Track
Type
masterThesis
Creator
Identifier
202288030
Title
Estratégias de comunicação de jogos e brinquedos : estudo de casos na marca Science Track
Contributor
Martins, Daniel Raposo
Silva, José Miguel Gago da
Silva, José Miguel Gago da
Subject
Identidade visual corporativa
Marca
Estratégia de comunicação
Jogos e brinquedos
Corporate visual identity
Brand
Communication strategy
Games and Toys
Domínio/Área Científica : Humanidades
Marca
Estratégia de comunicação
Jogos e brinquedos
Corporate visual identity
Brand
Communication strategy
Games and Toys
Domínio/Área Científica : Humanidades
Date
2019-10-11T11:52:41Z
2019-10-11T11:52:41Z
2019
2019
2019-10-11T11:52:41Z
2019
2019
Description
Brincar está normalmente ligado a um objeto ou a uma atividade de lazer, e está geralmente relacionado com as crianças, mas o brinquedo também é um objeto muito apreciado por adultos, para fins de coleção ou lazer. Tratando-se de uma atividade lúdica essencial para a criança. Sendo que ato de brincar é muito importante para o desenvolvimento pedagógico da mesma, pois, permite o crescimento da imaginação e da sua capacidade de raciocínio.
Através de uma metodologia mista, esta investigação tem como objetivo identificar os princípios na comunicação de Jogos e Brinquedos, recolhendo informações que também possam ser pertinentes para a mesma, num contexto de estágio para a marca Science Track, com a duração de 6 meses. A metodologia não intervencionista consiste numa revisão da literatura relacionado com o tema de em estudo. Enquanto a investigação intervencionista diz respeito ao estágio realizado na Science Track, onde se desenvolveu um estudo de casos exploratórios.
O estágio decorreu na Science Track, que atualmente é uma marca registada detida pela CoherentPuzzle Unipessoal, que produz brinquedos, jogos, kits e puzzles inspirados na cultura nacional, com base em informações científicas. Os principais materiais usados são preferencialmente materiais reciclados e naturais, como a madeira, a cortiça, e o papel. Preservando assim o futuro do planeta e interligando com a cultura, tradição, ciência e diversão.
A investigação realizada tem como campo o design gráfico, sendo a área de foco a Identidade Visual e a Comunicação da mesma, para a criação de uma Estratégia de Comunicação de marca. Os resultados da investigação consistem na criação de uma Estratégia de Comunicação adequada à marca Science Track.
Com esta investigação, pretende-se contribuir para que futuros investigadores e consumidores tenham acesso a estes conhecimentos, para aplicação em outras marcas.
Abstract : Playing is usually linked to an object or a leisure activity, and is usually related to children, but the toy is also an object highly appreciated by adults, for collection or leisure purposes. It is an activity that is essential for the child. Being that act of play is very important for the pedagogical development of the same, because, it allows the growth of the imagination and its capacity of reasoning. Through a mixed methodology, this research aims to identify the principles in the communication of Toys and Games, collecting information that may also be pertinent to the same, in a context of a professional internship in the brand Science Track, with a duration of 6 months. The noninterventionist methodology consists of a review of the literature related to the subject under study. While the interventionist research concerns the stage carried out in Science Track, where an exploratory case study was developed. The internship took place on Science Track, which is currently a registered trademark owned by CoherentPuzzle Unipessoal, that produces toys, games, kits and puzzles inspired by the national culture, based on scientific information. The main materials used are preferably recycled and natural goods, such as wood, cork, and paper. Preserving the future of the planet and connecting with culture, tradition, science and fun. The research carried out has graphic design as its field, being the area of focus the Visual Identity and Communication of the same, for the creation of a Brand Communication Strategy. The research results consist of the creation of a Communication Strategy appropriate to the Science Track brand. With this research, it is intended to contribute to future researchers and consumers to have access to this knowledge, for application in other brands.
Abstract : Playing is usually linked to an object or a leisure activity, and is usually related to children, but the toy is also an object highly appreciated by adults, for collection or leisure purposes. It is an activity that is essential for the child. Being that act of play is very important for the pedagogical development of the same, because, it allows the growth of the imagination and its capacity of reasoning. Through a mixed methodology, this research aims to identify the principles in the communication of Toys and Games, collecting information that may also be pertinent to the same, in a context of a professional internship in the brand Science Track, with a duration of 6 months. The noninterventionist methodology consists of a review of the literature related to the subject under study. While the interventionist research concerns the stage carried out in Science Track, where an exploratory case study was developed. The internship took place on Science Track, which is currently a registered trademark owned by CoherentPuzzle Unipessoal, that produces toys, games, kits and puzzles inspired by the national culture, based on scientific information. The main materials used are preferably recycled and natural goods, such as wood, cork, and paper. Preserving the future of the planet and connecting with culture, tradition, science and fun. The research carried out has graphic design as its field, being the area of focus the Visual Identity and Communication of the same, for the creation of a Brand Communication Strategy. The research results consist of the creation of a Communication Strategy appropriate to the Science Track brand. With this research, it is intended to contribute to future researchers and consumers to have access to this knowledge, for application in other brands.
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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