Conceptual Images in Advertising: Premises of the Advertising Image Powered by Technology and Interactivity
Mortensen Steagall, M
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With the increasing advance of information technologies, speed, confidence and precision in the transmission and reception of messages have become a constant in people's lives, mainly due to the powerful communication networks. Image communication is today an important tool for the dissemination of knowledge, information and for the acceptance of products in the highly competitive universe of communicational stimuli. This universe, fostered by the representative growth of technology that allows the production and transmission of data in an interactive, dynamic, sophisticated and, gradually, way closer, to the ordinary citizen. This panorama suggests changes that are reflected in advertising. Because the act of communicating advertising appeals seems to indicate the need to face the challenge of connecting and integrating people in a dynamic way, providing a creative, modern, informative and, mainly, interactive communication environment. This study aims to investigate the forms of communication by images, how they are impacted by modern digital media and their participation in the creation of hybrid messages in the communication processes involved in the area of publicity and advertising. With the realization of importance of the issue generated by the use of digital technologies in advertising communication, this study sought to certify that the introduction of interactive forms of communication, from the technological and technical support, which breaks with the linearity aspects of the classic notion of the compound communication (sender-message-receiver), transforms the structure of this segment in favor of individualized mass service. In an exploratory character, it was verified to what extent interactive media and the application of technologies can influence and intensify images, creating interactive syntheses of non-iconographic concepts. in the field of advertising. As a result, a series of values was reached to be sought in the communication processes in digital media, or commitments that an emerging technology must fulfill in order to meet the new demands brought about by interactivity and by changing user behavior.