O uso da tridimensionalidade no marketing para novas experiências de espacialidade

Abstract

This dissertation analyzes how the three-dimensional technology used in marketing expands spaces, whether on computer displays, phone screens, billboards, holographic fans or even LED ceilings, introducing the experience of spatiality to achieve attentional activity. The use of resources to expand the notion of space has been increasing in all spheres of information, advertising and entertainment. Such mechanisms have the effects of including people in a certain context/scenario, which is why they justify the relevance of their use in marketing. The problems identified during the empirical analysis are linked to usability issues in technologies that generate three-dimensional images as a tool for productivity and entertainment in indoor spaces; and how cities will be able to adapt to the presence of new types of outdoor media. The present research, without intending to exhaust the subject, has the general objective of investigating the use of visual three-dimensionality as an instrument of a new concept of marketing and media consumption in general, analyzing the possible impact of its use in the planning of public or private spaces. The specific objectives include: to identify the different ways in which the three-dimensional effect can be obtained without the aid of accessories; to recognize the advancement of the use of 3D signage and holograms in marketing strategies; to categorize new releases on the market for viewing three-dimensional models in work and domestic spaces; to identify the features of three-dimensional billboards; to systematize unusual billboards found in various countries, mainly in East Asia; and research what is being done to mitigate the harmful effects of this kind of pollution with examples, specifically, from São Paulo and Hong Kong. The work structure is guided, firstly, by the description of new equipment and its possible effects on urban visual pollution. After the explanation of the new equipment, the question was raised of the impact of using three-dimensionality as another aggravating factor in visual pollution in cities. In this scenario, empirical studies using three-dimensionality are presented, aiming to illustrate how they operate. The methodology used in this research was a mapping study carried out in cyberspace, which linked the theoretical concepts to nine categories of three-dimensional media, selected from tags and algorithms. It was considered necessary to explain with examples how the effect of three-dimensionality is obtained. The author also saw the need to illustrate her text with figures that visually presented the data and facts that she collected during her research. The theoretical contribution for this dissertation was based on the teachings of several authors, including: Jacques Rancière, Lev Manovich, Kati Caetano, Stéphane Hugon and Mark Deuze. As a conclusion to the problems found during the research, the author listed possible measures to be implemented to improve the population's coexistence with products that use three-dimensional technology.