Publicação
Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo
| Resumo: | The present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here, brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analy-sis. The results found corroborate the hypotheses raised regarding the existence of di-vergent cultural preferences in street advertising in each of these three cities. |
|---|---|
| Autores principais: | Seixosa, Ana |
| Outros Autores: | Cadarso, Maria |
| Assunto: | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | unknown |
| Instituição associada: | Instituto Politécnico de Castelo Branco |
| Idioma: | português |
| Origem: | Convergências - Revista de Investigação e Ensino das Artes |
| _version_ | 1868419158133178368 |
|---|---|
| author | Seixosa, Ana |
| author2 | Cadarso, Maria |
| author2_role | author |
| author_facet | Seixosa, Ana Cadarso, Maria |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Seixosa, Ana\"},{\"Person.name\":\"Cadarso, Maria\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Seixosa, Ana Cadarso, Maria |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| datacite.titles.title.fl_str_mv | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo Publicidade de Rua como agente da Identidade Local:: Estudo de Caso nas Cidades Japonesas de Kyoto, Osaka e Tokyo |
| dc.creator.none.fl_str_mv | Seixosa, Ana Cadarso, Maria |
| dc.description.none.fl_str_mv | The present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here, brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analy-sis. The results found corroborate the hypotheses raised regarding the existence of di-vergent cultural preferences in street advertising in each of these three cities. O presente estudo demonstra uma possível solução à crescente homogeneização do conceito de “lugar”, no que concerne às marcas e à sua publicidade exterior. Na perspetiva, aqui discutida, as marcas poderiam adotar elementos idiossincráticos da cultura das cidades nas suas campanhas, como forma de se integrarem no “lugar” onde estarão disponíveis, contribuindo para uma melhoria da experiência urbana. Esta abordagem é fundamentada através de uma investigação aplicada, realizada em três cidades japonesas (Kyoto, Osaka e Tokyo), e onde foram analisados aspetos sociológicos, culturais e estéticos da sociedade japonesa. Através de um estudo de campo com base em visual research, foram constituídas amostras distintas para cada cidade, compostas por 180 objetos cada, e examinadas em três fases sequenciais: análise descritiva, análise de conteúdo e análise interpretativa. Os resultados encontrados corroboram as hipóteses levantadas relativas à existência de preferências culturais divergentes na publicidade de rua de cada uma destas três cidades. |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://doi.org/10.53681/c1514225187514391s.26.36 |
| dc.language.none.fl_str_mv | por |
| dc.publisher.none.fl_str_mv | Edições IPCB (IPCB Publishing) / Instituto Politécnico de Castelo Branco (Polytechnic University of Castelo Branco), Portugal |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.rights.rights.copyright.fl_str_mv | https://creativecommons.org/licenses/by-nc-sa/4.0 |
| dc.source.none.fl_str_mv | Convergences - Journal of Research and Arts Education; Vol. 13 No. 26 (2020); 79-89 Convergencias - Revista de Investigación y Enseñanza de las Artes; Vol. 13 Núm. 26 (2020); 79-89 Convergências - Revista de Investigação e Ensino das Artes; Vol. 13 N.º 26 (2020); 79-89 1646-9054 2184-0180 10.53681/c1514225187514391s.26 |
| dc.subject.none.fl_str_mv | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| dc.title.fl_str_mv | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo Publicidade de Rua como agente da Identidade Local:: Estudo de Caso nas Cidades Japonesas de Kyoto, Osaka e Tokyo |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | The present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here, brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analy-sis. The results found corroborate the hypotheses raised regarding the existence of di-vergent cultural preferences in street advertising in each of these three cities. |
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| eu_rights_str_mv | unknown |
| format | article |
| id | conv_425cd6d2a01df9cfd0cae52dfc28bbd8 |
| identifier.doi.fl_str_mv | https://doi.org/10.53681/c1514225187514391s.26.36 |
| instacron_str | IPCB |
| institution | Instituto Politécnico de Castelo Branco |
| instname_str | Instituto Politécnico de Castelo Branco |
| language | por |
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| network_name_str | Convergências - Revista de Investigação e Ensino das Artes |
| oai_identifier_str | oai:ojs2.journals.opscidia.com:article/36 |
| organization_str_mv | urn:organizationAcronym:ipcb |
| person_str_mv | Seixosa, Ana Cadarso, Maria |
| publishDate | 2023 |
| publisher.none.fl_str_mv | Edições IPCB (IPCB Publishing) / Instituto Politécnico de Castelo Branco (Polytechnic University of Castelo Branco), Portugal |
| reponame_str | Convergências - Revista de Investigação e Ensino das Artes |
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| spelling | en-USOutdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyoes-ESOutdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyopt-PTPublicidade de Rua como agente da Identidade Local:: Estudo de Caso nas Cidades Japonesas de Kyoto, Osaka e TokyoSeixosa, AnaCadarso, MariaLocal identity; Outdoor advertising; Cultural preferences; Aesthetic preferencesIdentidade local; Publicidade de rua; Preferências culturais; Preferências estéticasLocal identity; Outdoor advertising; Cultural preferences; Aesthetic preferences.Copyright (c) 2020 Convergences - Journal of Research and Arts Educationhttp://purl.org/coar/access_right/c_abf2https://doi.org/10.53681/c1514225187514391s.26.36DOIhttps://convergencias.ipcb.pt/index.php/convergences/article/view/36URLHasVersionhttps://convergencias.ipcb.pt/index.php/convergences/article/view/36/20URLHasVersionhttps://doi.org/10.53681/c1514225187514391s.26.36DOI2023-05-01en-USThe present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here, brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analy-sis. The results found corroborate the hypotheses raised regarding the existence of di-vergent cultural preferences in street advertising in each of these three cities.es-ESThe present study demonstrates a possible solution to the growing homogenization of the concept of “place”, with regard to brands and their outdoor advertising. From the perspective discussed here, brands could adopt idiosyncratic elements of the culture of cities in their campaigns, as a way to integrate themselves in the “place” where they will be available, contributing to an improvement in the urban experience. This approach is substantiated through applied research, carried out in three Japanese cities (Kyoto, Osaka and Tokyo), where sociological, cultural and aesthetic aspects of Japanese society were analyzed. Through a field study based on visual research, different samples were created for each city, composed of 180 objects each, and examined in three sequential phases: descriptive analysis, content analysis and interpretative analy-sis. The results found corroborate the hypotheses raised regarding the existence of di-vergent cultural preferences in street advertising in each of these three cities.pt-PTO presente estudo demonstra uma possível solução à crescente homogeneização do conceito de “lugar”, no que concerne às marcas e à sua publicidade exterior. Na perspetiva, aqui discutida, as marcas poderiam adotar elementos idiossincráticos da cultura das cidades nas suas campanhas, como forma de se integrarem no “lugar” onde estarão disponíveis, contribuindo para uma melhoria da experiência urbana. Esta abordagem é fundamentada através de uma investigação aplicada, realizada em três cidades japonesas (Kyoto, Osaka e Tokyo), e onde foram analisados aspetos sociológicos, culturais e estéticos da sociedade japonesa. Através de um estudo de campo com base em visual research, foram constituídas amostras distintas para cada cidade, compostas por 180 objetos cada, e examinadas em três fases sequenciais: análise descritiva, análise de conteúdo e análise interpretativa. Os resultados encontrados corroboram as hipóteses levantadas relativas à existência de preferências culturais divergentes na publicidade de rua de cada uma destas três cidades.Edições IPCB (IPCB Publishing) / Instituto Politécnico de Castelo Branco (Polytechnic University of Castelo Branco), Portugalapplication/pdfen-USConvergences - Journal of Research and Arts Education; Vol. 13 No. 26 (2020); 79-89es-ESConvergencias - Revista de Investigación y Enseñanza de las Artes; Vol. 13 Núm. 26 (2020); 79-89pt-PTConvergências - Revista de Investigação e Ensino das Artes; Vol. 13 N.º 26 (2020); 79-891646-90542184-018010.53681/c1514225187514391s.26porjournal articlehttp://purl.org/coar/resource_type/c_6501literatureVoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85https://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo Seixosa, Ana Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| status | SINGLETON |
| status_str | VoR |
| subject.fl_str_mv | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| title | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| title_full | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| title_fullStr | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| title_full_unstemmed | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| title_short | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| title_sort | Outdoor Advertising as an Agent of Local Identity: A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo |
| topic | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| topic_facet | Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences Identidade local; Publicidade de rua; Preferências culturais; Preferências estéticas Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences. |
| url | https://doi.org/10.53681/c1514225187514391s.26.36 |
| visible | 1 |