Presença de serviços arquivísticos nas peças publicitárias da revista Information Management

Abstract

The present work has as a guiding theme the analysis of advertising pieces contained in Information Management magazine. The magazine makes massive use of advertising pieces that seek to reach a specific target audience, companies that work with great documentary flow. The magazine Information Management is basically digital, having its access from the ISSU platform. It serves as a showcase of advertising pieces of companies that offer services of physical and digital storage of documents, some of which are focused on the area of archival services. For the analysis of these advertising pieces we chose to use a concept of marketing services, which are tactics used for the customer to choose for a particular company and not another. In view of this, it is necessary to understand how service marketing can be used in Archivology in front of a framework of this type, selling services with an archival nature. The central question in this research is: how are archival services presented in Information Management advertising pieces? The general objective of this work is to analyze the advertising pieces published in Information Management magazine in order to understand how they present and reflect the offer of archival services. As specific objectives, the work proposes: a) to correlate the advertisements offered by Information Management with the Archivology; b) to identify the presence of archival vocabulary in the magazine advertisements, c) to analyze which archival services are offered and, d) to understand by which resources this offer of services is given. The methodology to be employed will be the bibliographic one for focusing on studies about the chosen theme and the documental research for dealing with a journal that does not present scientific treatment about its advertisements. The choice of the documental research is due to the fact that it allows to follow the evolutionary process of groups, concepts, practical knowledge giving a temporal dimension to the object researched. With this, the importance for Archivology of recognizing different potentialities existing in different markets arises, such as private companies, and the possibility of linking different areas, such as service marketing. As a result we have the glimpse that in some advertising pieces linked in the magazine Information Management, the existence of archival services, however, these are few, the vast majority is directed to other areas such as information technology, administration and accounting.