<?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>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842023000202002</article-id>
<article-id pub-id-type="doi">10.21814/vista.5202</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[As 21 Características da Comunicação Publicitária do Século XXI: A Supremacia da Virtualidade e da Visualidade]]></article-title>
<article-title xml:lang="en"><![CDATA[The 21 Characteristics of Advertising Communication in the 21st Century: The Supremacy of Virtuality and Visuality]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Lusófona de Lisboa Centro de Investigação em Comunicações Aplicadas e Novas Tecnologias ]]></institution>
<addr-line><![CDATA[Lisboa ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<numero>12</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842023000202002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842023000202002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842023000202002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Com a evolução tecnológica, a comunicação online começou a fazer parte integrante do quotidiano das marcas e dos consumidores, preponderância que sofreu um acérrimo acréscimo com a pandemia. Inclusive em Portugal, apesar de apresentar valores mais analógicos, comparativamente com a média europeia. Presentemente, é difícil de delinear uma estratégia sem incluir a esfera virtual, dada a inevitabilidade da digitalização das mensagens. O mercado sofreu mutações e o internauta ganhou um protagonismo sem precedentes, como ativo, independente e empoderado produtor de conteúdos: o paradigma muda, com o surgimento do prosumer, que se afastou de uma vertente meramente recetora, passiva e contemplativa. Consequentemente, com a perda do monopólio comunicacional das insígnias, prevalece a troca de opiniões entre as comunidades virtuais, compostas por pares, em que se assiste à passagem da confiança das marcas, através da publicidade tradicional, para os próprios indivíduos. Subsistem circuitos de partilha informacional voluntária e informal, em que sobejam experiências personalizadas, tornando-se numa destacável, credível e orgânica fonte de influência. Por outro lado, encontramo-nos numa sociedade maioritariamente visual, importância galvanizada com o surgimento das redes sociais, repletas de estímulos estéticos. Valoriza-se, primordialmente, o conteúdo imagético, através de uma argumentação iconográfica, em detrimento de uma retórica das palavras, nomeadamente na publicidade. Esta prevalência da imagem ocorre devido ao seu maior potencial emocional, simbólico, recreativo e motivacional, o que acaba por se repercutir numa maior capacidade para influenciar os processos de consumo. Destacam-se, portanto, as práticas audiovisuais, particularmente o vídeo, por proporcionar, mais facilmente, a visibilidade e a partilha de uma mensagem. São várias as mudanças implícitas numa era volátil, as quais urge conhecer. Para o efeito, operacionalizámos uma revisão bibliográfica holística e contemporânea, etapa que permitiu identificar as 21 características principais da comunicação publicitária em vigência em pleno século XXI, evidenciando-se a virtualidade e a visualidade.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract As technology has evolved, online communication has become an integral part of the daily lives of brands and consumers, a preponderance that increased dramatically with the pandemic. This is the case even in Portugal, despite it showing more analogue data consumption compared to the European average. Nowadays, it is difficult to outline a strategy without including the virtual dimension, given how inevitable the digitisation of messages is. The market has changed and internet users have gained unprecedented prominence as active, independent and empowered content producers. The paradigm has shifted with the emergence of the prosumer, who has moved away from a merely receptive, passive and contemplative role. Consequently, with the loss of the communicational monopoly of brands, the exchange of opinions between virtual communities, made up of peers, has come to the fore, with trust passing from the brands, through traditional advertising, to individuals themselves. There are circuits containing voluntary and informal information sharing, in which personalised experiences abound, to become an outstanding, credible and organic source of influence. On the other hand, we find ourselves in a mostly visual society, with the importance of this galvanised by the emergence of social media, which are full of aesthetic stimuli. Content involving images is prioritised, through iconographic argumentation, to the detriment of verbal rhetoric, particularly in advertising. This prevalence of image is due to its greater emotional, symbolic, recreational and motivational potential, which ends up having a greater ability to influence consumption processes. Therefore, audiovisual practices, particularly video, stand out because they make it easier to see and share a message. There are indeed many changes which form part of a volatile era, and it is necessary to be aware of them. To this end, this article contains a holistic contemporary literature review, that has enabled the identification of the 21 main characteristics of advertising communication in use in the 21st century, in which virtuality and visuality stand out.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[virtualidade]]></kwd>
<kwd lng="pt"><![CDATA[visualidade]]></kwd>
<kwd lng="pt"><![CDATA[contemporaneidade]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[virtuality]]></kwd>
<kwd lng="en"><![CDATA[visuality]]></kwd>
<kwd lng="en"><![CDATA[contemporaneity]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Andrade]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Ontologia sociológica da esfera pública digital: O caso da web 2.0/3.0]]></article-title>
<source><![CDATA[Comunicação e Sociedade]]></source>
<year>2013</year>
<volume>23</volume>
<page-range>186-201</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Araújo]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Lopes]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A construção de significação através da emoção]]></article-title>
<source><![CDATA[Comunicando]]></source>
<year>2013</year>
<volume>2</volume>
<page-range>16-26</page-range></nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Arruda]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A fusão dos espaços públicos e privados no novo paradigma comunicacional]]></article-title>
<source><![CDATA[Sociologia On Line]]></source>
<year>2016</year>
<volume>11</volume>
<page-range>42-63</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="">
<collab>Autoridade Nacional de Comunicações</collab>
<source><![CDATA[Relatório anual 2021 - Pandemia/COVID-19: Impacto na utilização dos serviços de comunicações]]></source>
<year>2021</year>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Balonas]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Que a força esteja contigo - Os desafios da publicidade na nova galáxia comunicacional]]></article-title>
<source><![CDATA[Media &amp; Jornalismo]]></source>
<year>2019</year>
<volume>19</volume>
<numero>34</numero>
<issue>34</issue>
<page-range>13-34</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Baptista]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
<name>
<surname><![CDATA[Estrela]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Os desafios da comunicação digital nas PME]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Morais]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Brasete]]></surname>
<given-names><![CDATA[M. F.]]></given-names>
</name>
<name>
<surname><![CDATA[Coimbra]]></surname>
<given-names><![CDATA[R. L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Pelos mares da língua portuguesa 4]]></source>
<year>2019</year>
<page-range>201-2017</page-range><publisher-name><![CDATA[UA Editora]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Barroso]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A imagem como ausência]]></article-title>
<source><![CDATA[Vista]]></source>
<year>2017</year>
<numero>1</numero>
<issue>1</issue>
<page-range>50-71</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bauman]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
</person-group>
<source><![CDATA[Liquid modernity]]></source>
<year>2000</year>
<publisher-name><![CDATA[Polity Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Berni]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Accorsi]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[O uso de imagens em produções publicitárias e suas implicações jurídicas, éticas e criativas]]></article-title>
<source><![CDATA[XX Congresso de Ciências da Comunicação na Região Sul]]></source>
<year>2019</year>
<page-range>1-15</page-range><publisher-name><![CDATA[Intercom - Sociedade Brasileira de Estudos Interdisciplinares da Comunicação]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Burnay]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Vicente]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Estudos em audiovisual e multimédia]]></article-title>
<source><![CDATA[Comunicação Pública]]></source>
<year>2023</year>
<volume>18</volume>
<numero>34</numero>
<issue>34</issue>
<page-range>1-6</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cádima]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A publicidade face aos novos contextos da era digital: Privacidade, transparência e disrupção]]></article-title>
<source><![CDATA[Media &amp; Jornalismo]]></source>
<year>2019</year>
<volume>19</volume>
<numero>34</numero>
<issue>34</issue>
<page-range>35-46</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carapito]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[O estatuto da imagem na publicidade e o seu valor estratégico: Reposicionamento da marca Fundão]]></source>
<year>2010</year>
<publisher-name><![CDATA[Universidade da Beira Interior]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cardoso]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[A comunicação da comunicação. As pessoas são a mensagem]]></source>
<year>2023</year>
<publisher-name><![CDATA[Mundos Sociais]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cardoso]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Baldi]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<source><![CDATA[Impacto do coronavírus e da crise pandémica no sistema mediático português e global]]></source>
<year>2020</year>
<month>a</month>
<publisher-name><![CDATA[Observatório da Comunicação]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cardoso]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Baldi]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
</person-group>
<source><![CDATA[Pandemia e consumos mediáticos]]></source>
<year>2020</year>
<month>b</month>
<publisher-name><![CDATA[Observatório da Comunicação]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cardoso]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
<name>
<surname><![CDATA[Paisana]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Pinto-Martinho]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<source><![CDATA[Digital news report Portugal 2022]]></source>
<year>2022</year>
<publisher-name><![CDATA[OberCom]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carrera]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A habilidade social da marca: Uma reflexão sobre interação marca-indivíduo no ambiente digital]]></article-title>
<source><![CDATA[Tríade: Comunicação, Cultura e Mídia]]></source>
<year>2015</year>
<volume>3</volume>
<numero>6</numero>
<issue>6</issue>
<page-range>91-107</page-range></nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coimbra]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comportamento do consumidor, satisfação com a vida, dimensões culturais e motivação hedónica e utilitária: Um estudo nos supermercados do Brasil, Coreia do Sul e Portugal]]></source>
<year>2020</year>
<publisher-name><![CDATA[Universidade do Porto]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Costa]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Impactos da captologia: Problemáticas, desafios e algumas consequências do &#8220;dar vistas&#8221; ao ecrã em rede]]></article-title>
<source><![CDATA[Sociologia On Line]]></source>
<year>2020</year>
<volume>23</volume>
<page-range>74-94</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Costa]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Martins]]></surname>
<given-names><![CDATA[M. de L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[As leis da captura da atenção. Reflexões em torno do vídeo nas plataformas digitais]]></article-title>
<source><![CDATA[Vista]]></source>
<year>2023</year>
<numero>11</numero>
<issue>11</issue>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dias]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Baptista]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A imaterialização da marca: Da economia da mercadoria à economia da transformação]]></article-title>
<source><![CDATA[Comunicação, Mídia, Consumo]]></source>
<year>2019</year>
<volume>16</volume>
<numero>46</numero>
<issue>46</issue>
<page-range>205-25</page-range></nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Escalada]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Gestión de marca y adaptación paradigmática del impacto masivo a las conexiones transmedia]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Navarro]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Patiño]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Alemán]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<source><![CDATA[Comunicación corporativa en red]]></source>
<year>2018</year>
<page-range>125-41</page-range><publisher-name><![CDATA[Ediciones Egregius]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<source><![CDATA[Sociologia dos novos media]]></source>
<year>2018</year>
<publisher-name><![CDATA[LabCom.IFP]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Incursão pelos modelos de análise da imagem publicitária]]></article-title>
<source><![CDATA[Media &amp; Jornalismo]]></source>
<year>2019</year>
<volume>19</volume>
<numero>34</numero>
<issue>34</issue>
<page-range>115-26</page-range></nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Prior]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Bogalheiro]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Em defesa de uma retórica da imagem]]></article-title>
<source><![CDATA[Rhêtorikê]]></source>
<year>2008</year>
<numero>0</numero>
<issue>0</issue>
<page-range>1-13</page-range></nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<collab>FLAG</collab>
<source><![CDATA[Tendências de marketing para 2021]]></source>
<year>2021</year>
<publisher-name><![CDATA[FLAG]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Galhardi]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<source><![CDATA[A imagem-comoção publicitáriano audiovisual da web]]></source>
<year>2019</year>
<publisher-name><![CDATA[Universidade do Vale do Rio dos Sinos]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Guedes]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Silva]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Esforços comunicacionais para a construção de relacionamentos na contemporaneidade: Mediações e tecnologia]]></article-title>
<source><![CDATA[Comunicação e Sociedade]]></source>
<year>2014</year>
<volume>26</volume>
<page-range>223-33</page-range></nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Kotler]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Kartajaya]]></surname>
<given-names><![CDATA[H.]]></given-names>
</name>
<name>
<surname><![CDATA[Setiawan]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Duarte]]></surname>
<given-names><![CDATA[P. E.]]></given-names>
</name>
</person-group>
<source><![CDATA[Marketing 4.0.: Mudança do tradicional para o digital]]></source>
<year>2017</year>
<publisher-name><![CDATA[Actual Editora]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lapa]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Vieira]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Divisões digitais em Portugal e na Europa: Portugal ainda à procura do comboio europeu?]]></article-title>
<source><![CDATA[Sociologia On Line]]></source>
<year>2019</year>
<volume>21</volume>
<page-range>62-82</page-range></nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Leal]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<source><![CDATA[A marca - Comunicação e ativação digital]]></source>
<year>2017</year>
<publisher-name><![CDATA[Instituto Politécnico do Porto]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B32">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lima]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
</person-group>
<source><![CDATA[A imagem publicitária de alimentos e sua importância no consumo]]></source>
<year>2013</year>
<publisher-name><![CDATA[Universidade Católica de Brasília]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B33">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lindstrom]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Tavares]]></surname>
<given-names><![CDATA[D. S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Buyology: A ciência do neuromarketing]]></source>
<year>2009</year>
<publisher-name><![CDATA[Gestão Plus]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B34">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lopes]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<source><![CDATA[A importância da publicidade emocional no marketing viral]]></source>
<year>2015</year>
<publisher-name><![CDATA[Instituto Politécnico de Viseu]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B35">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Magalhães]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Marôpo]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Investigação em comunicação digital: Uma reflexão sobre métodos para a análise de redes sociais]]></article-title>
<source><![CDATA[Comunicando]]></source>
<year>2016</year>
<volume>5</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>86-103</page-range></nlm-citation>
</ref>
<ref id="B36">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martins]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruão]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Melo]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Política de comunicação: Veneno ou remédio? Um olhar sob a perspetiva da comunicação organizacional]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Pinto-Coelho]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruão]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Marinho]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dinâmicas comunicativas e transformações sociais. Atas das VII Jornadas Doutorais em Comunicação&amp; Estudos Culturais]]></source>
<year>2020</year>
<page-range>328-49</page-range><publisher-name><![CDATA[CECS]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B37">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mateus]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Possibilidades argumentativas da imagem publicitária]]></article-title>
<source><![CDATA[Publicitas]]></source>
<year>2016</year>
<volume>3</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>27-36</page-range></nlm-citation>
</ref>
<ref id="B38">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mateus]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Retórica afetiva. Subsídios para a compreensão da natureza do pathos]]></source>
<year>2020</year>
<publisher-name><![CDATA[Sopcom]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B39">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mesquita]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruão]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Andrade]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Transformações da comunicação organizacional: Novas práticas e desafios nas mídias sociais]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Pinto-Coelho]]></surname>
<given-names><![CDATA[Z.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruão]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Marinho]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[Dinâmicas comunicativas e transformações sociais. Atas das VII Jornadas Doutorais em Comunicação &amp; Estudos Culturais]]></source>
<year>2020</year>
<page-range>281-303</page-range><publisher-name><![CDATA[CECS]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B40">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morais]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Almeida]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Perceções de obstáculos à criatividade em universitários de diferentes áreas curriculares e níveis de graduação]]></article-title>
<source><![CDATA[Revista de Estudios e Investigación en Psicología y Educación]]></source>
<year>2015</year>
<volume>2</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>54-61</page-range></nlm-citation>
</ref>
<ref id="B41">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Newman]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
<name>
<surname><![CDATA[Fletcher]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Robertson]]></surname>
<given-names><![CDATA[C. T.]]></given-names>
</name>
<name>
<surname><![CDATA[Eddy]]></surname>
<given-names><![CDATA[K.]]></given-names>
</name>
<name>
<surname><![CDATA[Nielsen]]></surname>
<given-names><![CDATA[R. K.]]></given-names>
</name>
</person-group>
<source><![CDATA[Reuters Institute digital news report 2022]]></source>
<year>2022</year>
<publisher-name><![CDATA[Reuters Institute for the Study of Journalism]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B42">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Nobre]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Práticas e discursos estratégicos - Da norma à transgressão, da rotina à inovação]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Palácios]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Serra]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
</person-group>
<source><![CDATA[Pragmática: Comunicação publicitária e marketing]]></source>
<year>2011</year>
<page-range>63-83</page-range><publisher-name><![CDATA[LabCom Books]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B43">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A construção social do eu através da experiência nas redes sociais - Hipermodernidade, leveza e adolescência]]></article-title>
<source><![CDATA[Comunicando]]></source>
<year>2018</year>
<volume>7</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>61-87</page-range></nlm-citation>
</ref>
<ref id="B44">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
<name>
<surname><![CDATA[Ferreira]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Quanto o texto publicitário se transforma em meme]]></article-title>
<source><![CDATA[Rhêtorikê]]></source>
<year>2018</year>
<numero>5</numero>
<issue>5</issue>
<page-range>55-71</page-range></nlm-citation>
</ref>
<ref id="B45">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pereira]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<source><![CDATA[Perspetivas estratégicas para a comunicação empresarial nas redes sociais: Complexidade das dinâmicas relacionais entre empresas e consumidores]]></source>
<year>2022</year>
<publisher-name><![CDATA[Universidade Nova de Lisboa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B46">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Petermann]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Imagens na publicidade: Significações e persuasão]]></article-title>
<source><![CDATA[UNIrevista]]></source>
<year>2006</year>
<volume>3</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>1-8</page-range></nlm-citation>
</ref>
<ref id="B47">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ribeiro]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Assunção]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Medir a qualidade dos comentários online: Uma proposta metodológica a partir de sites jornalísticos em Portugal, Brasil e Espanha]]></article-title>
<source><![CDATA[Signo y Pensamiento]]></source>
<year>2022</year>
<volume>41</volume>
<page-range>1-17</page-range></nlm-citation>
</ref>
<ref id="B48">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ribeiro]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<source><![CDATA[A comunicação digital das PME com o aparecimento da pandemia de COVID-19, em Portugal]]></source>
<year>2020</year>
<publisher-name><![CDATA[Universidade Europeia]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B49">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Salbego]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A composição da imagem no anúncio publicitário]]></article-title>
<source><![CDATA[VIII Congresso de Ciências da Comunicação na Região Sul]]></source>
<year>2007</year>
<page-range>1-13</page-range><publisher-name><![CDATA[Intercom - Sociedade Brasileira de Estudos Interdisciplinares da Comunicação]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B50">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Publicidade e identidade: Que relação?]]></article-title>
<source><![CDATA[Comunicação Pública]]></source>
<year>2013</year>
<volume>8</volume>
<numero>14</numero>
<issue>14</issue>
<page-range>37-55</page-range></nlm-citation>
</ref>
<ref id="B51">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A influência publicitária no consumo de marcas de vestuário e de calçado em contexto juvenil]]></article-title>
<source><![CDATA[Media &amp; Jornalismo]]></source>
<year>2019</year>
<volume>19</volume>
<numero>34</numero>
<issue>34</issue>
<page-range>221-38</page-range></nlm-citation>
</ref>
<ref id="B52">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[No trilho da comunicação do século XXI: Tendências e desafios]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Pinto]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Audiovisual e indústrias criativas: Presente e futuro]]></source>
<year>2021</year>
<page-range>835-49</page-range><publisher-name><![CDATA[McGraw-Hill]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B53">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[A criatividade no ensino superior: Um estudo exploratório sobre as licenciaturas em publicidade]]></article-title>
<source><![CDATA[Comunicação Pública]]></source>
<year>2022</year>
<volume>17</volume>
<numero>32</numero>
<issue>32</issue>
<page-range>1-21</page-range></nlm-citation>
</ref>
<ref id="B54">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Saturnino]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Novas formas de performance social no contexto digital da &#8220;economia da partilha&#8221;]]></article-title>
<source><![CDATA[Estudos em Comunicação]]></source>
<year>2020</year>
<numero>31</numero>
<issue>31</issue>
<page-range>191-213</page-range></nlm-citation>
</ref>
<ref id="B55">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scafura]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Assista-me jogar: Uma reflexão sobre o impacto da pandemia de COVID-19 no consumo e produção de conteúdo em plataformas de live streaming]]></article-title>
<source><![CDATA[Comunicando]]></source>
<year>2020</year>
<volume>9</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>152-171.</page-range></nlm-citation>
</ref>
<ref id="B56">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Scrofernenker]]></surname>
<given-names><![CDATA[C.]]></given-names>
</name>
<name>
<surname><![CDATA[Oliveira]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Comunicação estratégica: (Im)precisões conceituais e dimensões possíveis no contexto das organizações]]></article-title>
<source><![CDATA[Media &amp; Jornalismo]]></source>
<year>2018</year>
<volume>18</volume>
<numero>33</numero>
<issue>33</issue>
<page-range>103-13</page-range></nlm-citation>
</ref>
<ref id="B57">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Silva]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Ruão]]></surname>
<given-names><![CDATA[T.]]></given-names>
</name>
<name>
<surname><![CDATA[Gonçalves]]></surname>
<given-names><![CDATA[G.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[O estado de arte da comunicação organizacional: As tendências do século XXI]]></article-title>
<source><![CDATA[Observatorio (OBS*)]]></source>
<year>2020</year>
<volume>14</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>98-118</page-range></nlm-citation>
</ref>
<ref id="B58">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Simões]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Augusto]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Expostos e duplamente vigiados: O caso do Facebook]]></article-title>
<source><![CDATA[Análise Social]]></source>
<year>2019</year>
<volume>230</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>132-53</page-range></nlm-citation>
</ref>
<ref id="B59">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Sousa]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Costa]]></surname>
<given-names><![CDATA[P. R.]]></given-names>
</name>
<name>
<surname><![CDATA[Capoano]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Paganotti]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Riscos, dilemas e oportunidades: Atuação jornalística em tempos de COVID-19]]></article-title>
<source><![CDATA[Estudos em Comunicação]]></source>
<year>2020</year>
<numero>31</numero>
<issue>31</issue>
<page-range>1-33</page-range></nlm-citation>
</ref>
<ref id="B60">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Steagall]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Imagens conceituais na publicidade: Premissas da imagem publicitária potenciadas pela tecnologia e interatividade]]></article-title>
<source><![CDATA[Convergências]]></source>
<year>2020</year>
<volume>XIII</volume>
<numero>26</numero>
<issue>26</issue>
<page-range>53-62</page-range></nlm-citation>
</ref>
<ref id="B61">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Summo]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Stéphani]]></surname>
<given-names><![CDATA[V.]]></given-names>
</name>
<name>
<surname><![CDATA[Téllez-Méndez]]></surname>
<given-names><![CDATA[B.-A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Creatividad: Eje de la educación del siglo XXI]]></article-title>
<source><![CDATA[Revista Iberoamericana de Educación Superior]]></source>
<year>2016</year>
<volume>vii</volume>
<numero>18</numero>
<issue>18</issue>
<page-range>83-98</page-range></nlm-citation>
</ref>
<ref id="B62">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Toffler]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Rodrigues]]></surname>
<given-names><![CDATA[F. P.]]></given-names>
</name>
</person-group>
<source><![CDATA[A terceira vaga]]></source>
<year>1984</year>
<publisher-name><![CDATA[Livros do Brasil]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B63">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veríssimo]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<source><![CDATA[A publicidade e os cânones retóricos: Da estratégia à criatividade]]></source>
<year>2021</year>
<month>a</month>
<publisher-name><![CDATA[Labcom]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B64">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veríssimo]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Retórica clássica e storytelling na práxis publicitária]]></article-title>
<source><![CDATA[Comunicação e Sociedade]]></source>
<year>2021</year>
<month>b</month>
<volume>40</volume>
<page-range>207-23</page-range></nlm-citation>
</ref>
<ref id="B65">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Volli]]></surname>
<given-names><![CDATA[U.]]></given-names>
</name>
<name>
<surname><![CDATA[Jacquinet]]></surname>
<given-names><![CDATA[M. L.]]></given-names>
</name>
</person-group>
<source><![CDATA[Semiótica da publicidade]]></source>
<year>2004</year>
<publisher-name><![CDATA[Edições 70]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
