Logo do repositório

Percorrer por autor "Gastal, Manuela"

A mostrar 1 - 2 de 2
  • Imagery analysis requirements in the context of brand visual language: The case of Fiat Mobi
    Publication . Gastal, Manuela; Oliveira, Fernando; Raposo, Daniel
    Image has been studied from various disciplines, persisting the lack of studies on the role of imagery in the symbolic repertoire or creation of brand meaning and to brand communication. This research seeks to establish connections between a brand’s imagery and its personality in order to provide parameters that may contribute to defining the photographic aesthetics for the visual language of a particular brand. This article addresses the automotive industry context and is based on a literature review and case studies for a systematic analysis of Fiat Mobi’s imagery, aiming to explore the elements present in photographic representation that intertwine with the brand’s DNA and narratives to define some points of contact that can help reinforce these strategic properties, as well as to generate habits of recording the image in a particular business unit. The results of the study consist of identifying parameters for analyzing brand imagery and demonstrating their applicability for monitoring and evaluating the suitability and function of images in brand communication.
    2024Capítulo de livro Acesso embargado Ver mais
  • Strategic visuality: Exploring the role of imagery in brand visual language - A case study of Renault Kwid
    Publication . Gastal, Manuela; Oliveira, Fernando; Raposo, Daniel
    Although the concept of image has been examined across multiple disci-plinary fields, there remains a notable gap in scholarly literature regarding the role of imagery in constructing a brand’s symbolic repertoire, meaning, and communicative strategies. This study aims to investigate the relationship between brand imagery and brand personality, with the objective of proposing parameters that inform the devel-opment of photographic aesthetics within a brand’s visual language This article focuses on car brands and employs a literature review combined with case study analysis to systematically examine the Imagery (Photographic style and/or Illustra-tion/Iconography) of the Renault Kwid. The study seeks to identify elements within photographic representations that align with the brand’s DNA and narrative, in order to define key points of contact that can reinforce these strategic attributes. The find-ings include the identification of analytical parameters for evaluating brand imagery and demonstrate their applicability in monitoring and assessing the relevance and communicative function of images within brand communication.
    2026Capítulo de livro Acesso aberto Ver mais