<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802020000200079</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.26.36</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Publicidade de Rua como agente da Identidade Local: Estudo de Caso nas Cidades Japonesas de Kyoto, Osaka e Tokyo]]></article-title>
<article-title xml:lang="en"><![CDATA[Outdoor Advertising as an Agent of Local Identity A Case Study in the Japanese Cities of Kyoto, Osaka and Tokyo]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Seixosa]]></surname>
<given-names><![CDATA[Ana Clara Ferreira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cadarso]]></surname>
<given-names><![CDATA[Maria]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Europeia Faculdade de Design, Tecnologia e Comunicação ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,UNIDCOM/IADE Unidade de Investigação em Design e Comunicação ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2020</year>
</pub-date>
<volume>13</volume>
<numero>26</numero>
<fpage>79</fpage>
<lpage>90</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802020000200079&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802020000200079&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802020000200079&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente estudo demonstra uma possível solução à crescente homogeneização do conceito de &#8220;lugar&#8221;, 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 &#8220;lugar&#8221; 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The present study demonstrates a possible solution to the growing homogenization of the concept of &#8220;place&#8221;, 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 &#8220;place&#8221; 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.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Identidade local]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade de rua]]></kwd>
<kwd lng="pt"><![CDATA[Preferências culturais]]></kwd>
<kwd lng="pt"><![CDATA[Preferências estéticas]]></kwd>
<kwd lng="en"><![CDATA[Local identity]]></kwd>
<kwd lng="en"><![CDATA[Outdoor advertising]]></kwd>
<kwd lng="en"><![CDATA[Cultural preferences]]></kwd>
<kwd lng="en"><![CDATA[Aesthetic preferences]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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