Arte e design de moda - estágio Carlos Gil : a comunicação da imagem visual aplicada na moda
Type
masterThesis
Creator
Identifier
203049551
Title
Arte e design de moda - estágio Carlos Gil : a comunicação da imagem visual aplicada na moda
Contributor
Pereira, Selma Eduarda Moita da Silva
Figueiredo, Carlos
Figueiredo, Carlos
Subject
Imagem visual
Moda
Comunicação
Média digitais
Ilustração
Visual image
Fashion
Communication
Digital media
Illustration
Domínio/Área Científica : Humanidades
Moda
Comunicação
Média digitais
Ilustração
Visual image
Fashion
Communication
Digital media
Illustration
Domínio/Área Científica : Humanidades
Date
2022-08-04T11:32:22Z
2022-08-04T11:32:22Z
2022
2022
2022-08-04T11:32:22Z
2022
2022
Description
As novas tecnologias e as redes sociais permitem um novo potencial de expressão criativa e desafiam as marcas a fazer mais e melhor, seja na procura de novos métodos de divulgação, na interação com o público, ou na forma como apresentam o produto. Existe uma constante adaptação face às novidades tecnológicas, permitindo também uma constante reinvenção da comunicação por parte das marcas.
A imagem visual permite uma comunicação de informação eficaz, pois é percecionada com maior rapidez que a comunicação escrita, e tem um maior apelo visual que a informação textual. Áreas como a representação visual cinemática, como o cinema, animação, videojogos, comunicação pela internet (sites web, redes sociais), são em grande parte caracterizadas pelo conteúdo visual. Atualmente existe, portanto, um grande consumo de imagens, pelo facto de serem rapidamente memorizadas e compreendidas por público cada vez mais apto para a sua leitura e mais inapto para a leitura de informação textual.
O presente relatório é intitulado por “Arte e design de moda”, cujo conteúdo investigado, no enquadramento teórico, incide principalmente sobre a imagem visual enquanto elemento de comunicação, aplicado na área do design de moda.
Após uma fase exploratória, é apresentada a fase generativa que se subdivide em três grandes momentos:
Primeiramente o enquadramento teórico que visa um estudo global de dois temas: “Marca” e “Comunicação nos média digitais”, e ao estudo mais específico desta dissertação, a “Imagem visual”.
A segunda parte, o estudo de caso, é dedicado à análise prévia, que prepara o mestrando para o estágio com um desempenho ativo. Neste parâmetro o mestrando analisou o conteúdo realizado pela empresa e os seus processos. Seguidamente, os casos de estudo são o terceiro ponto da fase generativa, onde o mestrando aplica de uma forma ativa os seus conhecimentos em contexto profissional, neste tópico destaca-se o estágio realizado pelo mestrando no atelier Carlos Gil.
A marca de vestuário Carlos Gil caracteriza-se pela sua qualidade e genialidade presente nas suas peças, tanto no método de idealização como na confeção. As plataformas digitais são utilizadas para comunicar de uma forma direta com o público, usando elementos visuais como o vídeo, a fotografia e ilustrações. Todas as publicações são devidamente planeadas, existindo uma relação e uma harmonia entre os elementos nelas constantes, que constroem um perfil coerente e organizado na informação a comunicar aos seus potenciais clientes. Por outro lado, ainda é enquadrado nos casos de estudo, o Projeto: “Ilustrações” realizado pelo mestrando, que propôs em contexto de estágio uma nova linguagem de apresentar o vestuário da coleção primavera/ verão 2021 “Portugal” na marca Carlos Gil.
Posteriormente, foram realizadas as ilustrações digitais para a coleção outono/ inverno 2021/2022 “Now Know”. O mestrando realizou ainda ilustrações para duas marcas, uma nacional e outra internacional, respetivamente para a marca Luís Carvalho outono/ inverno 2021/2022 “Aurora” e para a marca Moschino outono/ inverno 2021/ 2022 “Denim & Glitch”. Estas ilustrações visam complementar e sustentar a dos temas em estudo nesta Tese, onde o mestrando tenta explorar novas técnicas criativas e de comunicação, de uma forma livre e criativa.
Os objetivos do presente relatório têm como intensão saber como as marcas interagem com o seu público nas redes sociais e analisar como são criadas as imagens para a comunicação nas redes sociais e na disseminação dos conteúdos, nomeadamente para a marca de moda “Carlos Gil”.
Abstract : New technologies and social networks allow a new potential for creative expression and challenge brands to do more and better, whether in the search for new methods of dissemination, in the interaction with the public, or in the way they present the product. There is a constant adaptation to technological innovations, also allowing a constant reinvention of communication by brands. The visual image allows an effective communication of information, as it is perceived faster than written communication, and has a greater visual appeal than textual information. Areas such as cinematic visual representation, cinema, animation, video games, internet communication (websites, social networks) are largely characterized by visual content. Currently, there is, therefore, a large consumption of images, as they are quickly memorized and understood by a public that is increasingly apt to read them and more incapable of reading textual information. The present report is entitled “Art and fashion design”, whose investigated content, in the state of the art, focuses mainly on the visual image as a communication element, applied in the field of fashion design. After an exploratory phase, the generative phase is presented, which is divided into three major moments: Firstly, the state of the art that aims at a global study of two themes: "Brand" and "Communication in digital media" and the more specific study of this dissertation, "Visual Image". The second part, the case study, is dedicated to the prior analysis, which prepares the master for the internship with an active performance. In this parameter, the master analyzed the content carried out by the company and its processes. Then, the case studies are the third point of the generative phase, where the master's student actively applies their knowledge in a professional context. In this topic, the internship performed by the master's student at the Carlos Gil studio is highlighted. The Carlos Gil clothing brand is characterized by the quality and genius present in its pieces, both in the method of idealization and in the production. Digital platforms are used to communicate directly with the public, using visual elements such as video, photography and illustrations. All publications are properly planned, with a relationship and harmony between the elements contained in them, which build a coherent and organized profile in the information to be communicated to potential customers. On the other hand, the Project: “Illustrations” carried out by the master's student, who proposed in the context of an internship, a new language to present the clothing of the spring/summer 2021 collection “Portugal” in the Carlos Gil brand, is still framed in the case studies. Afterwards, digital illustrations were made for the fall/winter 2021/2022 “Now Know” collection. The master also made illustrations for two brands, one national and the other international, respectively for the brand Luís Carvalho autumn/winter 2021/2022 “Aurora” and for the brand Moschino autumn/winter 2021/ 2022 “Denim & Glitch”. These illustrations aim to complement and support the themes under study in this Thesis, where the master tries to explore new creative and communication techniques, in a free and creative way. The objectives of this report are intended to know how brands interact with their audiences on social media and analyses how images are created for communication on social media and in the dissemination of content, namely for the fashion brand “Carlos Gil”.
Abstract : New technologies and social networks allow a new potential for creative expression and challenge brands to do more and better, whether in the search for new methods of dissemination, in the interaction with the public, or in the way they present the product. There is a constant adaptation to technological innovations, also allowing a constant reinvention of communication by brands. The visual image allows an effective communication of information, as it is perceived faster than written communication, and has a greater visual appeal than textual information. Areas such as cinematic visual representation, cinema, animation, video games, internet communication (websites, social networks) are largely characterized by visual content. Currently, there is, therefore, a large consumption of images, as they are quickly memorized and understood by a public that is increasingly apt to read them and more incapable of reading textual information. The present report is entitled “Art and fashion design”, whose investigated content, in the state of the art, focuses mainly on the visual image as a communication element, applied in the field of fashion design. After an exploratory phase, the generative phase is presented, which is divided into three major moments: Firstly, the state of the art that aims at a global study of two themes: "Brand" and "Communication in digital media" and the more specific study of this dissertation, "Visual Image". The second part, the case study, is dedicated to the prior analysis, which prepares the master for the internship with an active performance. In this parameter, the master analyzed the content carried out by the company and its processes. Then, the case studies are the third point of the generative phase, where the master's student actively applies their knowledge in a professional context. In this topic, the internship performed by the master's student at the Carlos Gil studio is highlighted. The Carlos Gil clothing brand is characterized by the quality and genius present in its pieces, both in the method of idealization and in the production. Digital platforms are used to communicate directly with the public, using visual elements such as video, photography and illustrations. All publications are properly planned, with a relationship and harmony between the elements contained in them, which build a coherent and organized profile in the information to be communicated to potential customers. On the other hand, the Project: “Illustrations” carried out by the master's student, who proposed in the context of an internship, a new language to present the clothing of the spring/summer 2021 collection “Portugal” in the Carlos Gil brand, is still framed in the case studies. Afterwards, digital illustrations were made for the fall/winter 2021/2022 “Now Know” collection. The master also made illustrations for two brands, one national and the other international, respectively for the brand Luís Carvalho autumn/winter 2021/2022 “Aurora” and for the brand Moschino autumn/winter 2021/ 2022 “Denim & Glitch”. These illustrations aim to complement and support the themes under study in this Thesis, where the master tries to explore new creative and communication techniques, in a free and creative way. The objectives of this report are intended to know how brands interact with their audiences on social media and analyses how images are created for communication on social media and in the dissemination of content, namely for the fashion brand “Carlos Gil”.
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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