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Influencia das cores na propaganda

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Análise das cores utilizadas pela marca Melissa na campanha Melissa Plastic Dreams (2008)

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Influencia das cores na propaganda

  1. 1. A influência dascores na propagandaProcesso de Criação em Publicidade (2012.1) Universidade Federal Fluminense Fernanda de Alencar e Mariana Depoli
  2. 2. Análise dacampanha: Melissa Plastic Dreams
  3. 3. “Harmonize as cores do anúncio com as cores do produto.”“Pense na influência das cores ao escolher qual delas usarno anúncio. (...) Não esqueça a que público se destina.”“Associe as cores à fotografia do anúncio”“Não faça um carnaval. Sem contar a foto, três cores são osuficiente. Mas o uso dependerá de cada caso.”Newton Cesar (Direção de Arte na Publicidade)
  4. 4. Marca: Melissa “Sempre igual, sempre diferente”Público: feminino, classes A e B, em sua maioria jovem (15 a 30anos)Marca de calçados femininos brasileira, fundada em 1979, a Melissacomeçou a buscar em 2008 um melhor e maior posicionamento nomercado internacional. Para isso além de parcerias com estilistas edesigners, a Melissa passou a investir em publicidade a nívelinternacional veiculando peças em diversas publicaçõesestrangeiras.As campanhas da Melissa focam no público jovem e as peças secaracterizam pelas cores variadas com elementos simples, queajudam a destacar o design dos calçados da marca. Reforçando suaprincipal missão que é a busca pelo que é original, fashion edivertido.
  5. 5. Campanha Melissa Plastic DreamsAgência: Casa Darwin (SP, Brasil)Diretor de Criação/Redator: Rodrigo LeãoDiretor de Arte/Ilustrador: Jarbas AgnelissProdução Audiovisual: AdStudioVeiculação: Maio de 2008 (Itália, Espanha, Reino Unido, EUA)
  6. 6. Dancing Dreams: Sonhos DançantesPreto (brilhante): Sofisticação , luxo, distinção.Branco: Pureza, dignidade, paz.Cinza: Neutralidade, sobriedade, frieza (utilizado por se harmonizar como preto e o branco.
  7. 7. Flowery Dreams: Sonhos floridosRosa: Facilmente assimilada transmite feminilidade, ternura, intimidade,calma, delicadeza.Roxo (Lilás): Misticismo, sonho, fantasia, equilíbrio, magia.
  8. 8. Charmed Dreams: Sonhos encantados, sedutoresVermelho: Vida, fogo, mulher, conquista, força, energia, movimento,excitação, emoção, ação e paixão. O vermelho é bastante usado empropaganda por ser uma cor muito atrativa.Preto : Nobreza, sofisticação, seriedade.
  9. 9. Breathtaking dreams: sonhos de tirar o fôlego. A sapatilha no fundo domar representa essa ideia de tirar o fôlego das pessoas.A peça em tons de azul que significa feminilidade, tranquilidade,fantasia, afeto, serenidade e transmite calma, paz. E aumenta aprofundidade da imagem.
  10. 10. Peças dacampanha em P&B Há um grande poder de atração nos anúncios em P&B, devido ao contraste entre as duas cores que os torna ainda mais chamativos.
  11. 11. Mas um anúncio em 4 cores possuium poder de atração maior que oP&B, pois atua diretamente nosaspectos psicológicos doconsumidor.
  12. 12. Fontes e Bibliografia• Livro: Direção de Arte na Propaganda, Newton Cesár• Site: ChocoLa Design http://chocoladesign.com/ (Artigos : Cor e Psicologia das Cores , Preferências cromáticas e suas relações)• Site: Ads of the world http://adsoftheworld.com/• Site: Casa Darwin http://www.casadarwin.com.br/• Site: Melissa http://www.melissa.com.br/pt• Site: Grendene http://www.grendene.com.br/

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