Resumo

SEIXOSA, Ana Clara Ferreira  e  CADARSO, Maria. Outdoor Advertising as an Agent of Local Identity A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo. Revista Convergências [online]. 2020, vol.13, n.26, pp.79-90.  Epub 30-Nov-2020. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.26.36.

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 analysis. The results found corroborate the hypotheses raised regarding the existence of divergent cultural preferences in street advertising in each of these three cities.

Palavras-chave : Local identity; Outdoor advertising; Cultural preferences; Aesthetic preferences.

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