The publicitary use of the animated trademarked GIF
DOI:
https://doi.org/10.11606/issn.1984-5057.v13i2e178680Keywords:
Animated GIF, Mediated communication, Publicity, SemioticsAbstract
This article presents the animated GIF as study object, focusing on the technical capacities and contributions of the format for the advertising communication on the Twitter social network. Based on Charles Morris’s semiotic approach, the study proposes an analysis method in the syntactic, semantic, and pragmatic dimensions and describes exemplary publications of three selected brands: Americanas.com, Coca-Cola, and Salon Line. Thus, we aim to place the distinct trademarked use modes of the animated GIF and highlight its visual and expressive potentialities in this kind of application.
Downloads
References
AAKER, David. Building strong brands. New York: The Free Press, 1996.
AMARAL, Ludmila Lupinacci. As apropriações do GIF animado: aspectos culturais, expressivos e afetivos dos usos de uma tecnologia defasada. Dissertação (Mestrado em Comunicação e Informação) – Universidade Federal do Rio Grande do Sul, Porto Alegre, 2016.
BAKHSHI, Saeideh; SHAMMA, David A.; KENNEDY, Lyndon; SONG, Yale; JUAN, Paloma de; KAYE, Joseph. Fast, cheap, and good: why animated GIFs engage us. In: CONFERENCE ON HUMAN FACTORS IN COMPUTING, 16., San José. Proceedings […]. San José: SIGCHI, 2016. DOI: http://dx.doi.org/10.1145/2858036.2858532.
BREMOND, Claude; CANCALON, Elaine D. The logic of narrative possibilities. New Literary History, Baltimore, v. 11, n. 3, p. 387-411, 2014.
CINTRA, Laura; SOUZA, Sandra. O uso de GIFs Animados como forma de representação e expressão nas redes sociais. In: CONGRESSO BRASILEIRO DE CIÊNCIAS DA COMUNICAÇÃO, 43., 2020, Salvador. Anais […]. Salvador: UFBA, 2020.
EISENSTEIN, Sergei. Film form: essays in film theory. New York: Harvest: HBJ Book, 1977.
EPPINK, Jason. A brief history of the GIF (so far). Journal of Visual Culture, London, v. 13, n. 3, p. 298-306, 2014. DOI: https://doi.org/10.1177/1470412914553365.
GÜRSIMSEK, Ödül Akyapi. Animated GIFs as vernacular graphic design: producing Tumblr blogs. Visual Comunication, London, v. 15, n. 3, p. 329-349, 2016. DOI: https://doi.org/10.1177/1470357216645481.
GYGLI, Michael; SOLEYMANI, Mohammad. Analyzing and predcting GIF interestingness. In: ASSOCIATION FOR COMPUTING MACHINERY MULTIMEDIA CONFERENCE, 16., 2016, Amsterdam. Proceedings […]. Amsterdam: ACM, 2016. p. 122-126. DOI: http://dx.doi.org/10.1145/2964284.2967195.
JIANG, Jialun Aaron; BRUBAKER, Jed R.; FIESLER, Casey. Understanding diverse interpretation of animated GIFs. In: CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS, 17., 2017, Denver. Proceedings […]. Denver: ACM, 2017. DOI: http://dx.doi.org/10.1145/3027063.3053139.
KOTLER, Philip; KARTAJAYA, Hermawan; SETIAWAN, Iwan. Marketing 4.0: do tradicional ao digital. Rio de Janeiro: Sextante, 2017.
LI, Yuncheng; SONG, Yale; CAO, Liangliang; TETREAULT, Joel; GOLDBERG, Larry; JAIMES, Alejandro; LUO, Jiebo. TGIF: a new dataset and benchmark on animated GIF description. CVRP, Ithaca, arXiv:1604.02748v2 [cs.CV], 2016.
MORRIS, Charles. Fundamentos de la teoría de los signos. Barcelona: Paidós, 1985.
NADAL, João Henrique Duarte. A cultura do GIF: reconfigurações de imagens técnicas a partir dos usos e apropriações de narrativas cíclicas. Dissertação (Mestrado em Comunicação e Linguagens) – Universidade Tuiuti do Paraná, Curitiba, 2014.
PEREIRA, Francine de Almeida. Conto-te em pílulas de digital media: o GIF como nanonarrativa visual digital contemporânea. Dissertação (Mestrado em Estudo de Linguagem) – Universidade do Estado da Bahia, Salvador, 2018.
PEREZ, Clotilde. Signos da marca: expressividade e sensorialidade. São Paulo: Cengage Learning, 2004.
QUESENBERRY, K. Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution. Lanham: Rowman & Littlefield Publishers, 2019.
SILVA, F. S. Da origem no cinema à adaptação do GIF: transformações em circuito entre a produção de Pulp Fiction e o reconhecimento em confused Travolta. 2018. Dissertação (Mestrado em Ciências da Comunicação) – Universidade do Vale do Rio dos Sinos, São Leopoldo, 2018.
WALTHER, Joseph B. Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction. Communication Research, London, v. 23, n. 1, p. 3-43, 1996. DOI: https://doi.org/10.1177/009365096023001001.
YANG, Zhengyuan; ZHANG, Yixuan; LUO, Jiebo. Human-centered emotion recognition in animated GIFs. In: INTERNATIONAL CONFERENCE ON MULTIMEDIA AND EXPO, 20., 2019, Shanghai. Proceedings […]. Shanghai: IEEE, 2019. DOI: https://doi.org/10.1109/ICME.2019.00191.
Downloads
Published
Issue
Section
License
Copyright (c) 2021 Laura Cintra, Sandra Souza
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
Funding data
-
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
Grant numbers 001
