A exploração da sensorialidade na comunicação das marcas na mídia impressa

Abstract

Brands seek to adopt creative ways of transmitting their messages in print media to compete for the attention with digital media. Thus, the use of textures, smells, sounds, and flavors in printed ads has been explored as a creative strategy to get the audience’s attention. The purpose of this article was to analyze the exploration of sensoriality in ads published in printed media, contemplating a descriptive and interpretative analysis of six ads that illustrate the use of the perceptive senses. As main results, it was possible to observe that the visual is predominant in printed media, but touch, hearing, and smell can also be part of the interaction. It has also been observed that even though one perceptive sense is more prominent, others can be associated, in a multisensorial way. It is considered that this differentiated experience is able to strongly reach the human emotions. Thus, the involvement with the printed piece through sensory exploration can increase product and brand recall. Finally, it was found that some of the sensory features observed in the printed ads analyzed — smell, flavors, and variation of textures — could not be used in digital media, consisting in an advantage to be explored by printed media. Keywords: printed media, perceptive senses, brand communication.