Aspectos gerais da opinião dos consumidores em relação a produções publicitárias audiovisuais profissionais que entre em si se diferenciam no conjunto estético narrativo e sua (des) padronização

Abstract

This paper seeks to discuss advertising aesthetics in audiovisual productions broadcast on the Internet, through the perception of the authors and critical discourse analysis of the researched personas. The authors aim to establish what is an aesthetic standard within the advertising films so that we could understand the ads effectiveness that run away from language grammar or that are vernacular. Thus, an in-depth qualitative research was developed based on the thinking of Poupart (2010), with a heterogeneous universe residing in Santa Maria - RS, in order to understand how respondents could differentiate ads that follow or not the aesthetic standard of advertising, and then somehow assist undergraduate students of advertising and related areas in their strategic processes of creating advertising campaigns and in a greater understanding about target audience.