The improvement of the communication between public institutions and society by the implementation of a mascot

The improvement of the communication between public institutions and society by the implementation of a mascot

Lauro, Aline Bertolini de; Ourives, Eliete; Figueiredo, Luiz Fernando Gonçalves de; Figueiredo, Felipe Ourives de

Full Article:

The present work deals with the conceptual study of redesign a character named Rizotinho created to act as an intermediary between the public institution and society, and also represent and enhance the rice produced in the Agronômica at Alto Vale Catarinense. To compose the mascot in the visual, behavioral, physical and thematic aspects were collected data about characteristics of the city in order to relate the concept of character with the tradition and customs of the region. For its construction, the project was based on the Munari (2000) methodology, with some adjustments, consisting of seven stages: (1) problem definition and composition, (2) data collection and data analysis, (3) research on characters particulars, (4) character structure, (5) verification, (6) project implementation and (7) monitoring. The research is descriptive and exploratory. At the end, it is concluded that the use of a mascot is, in fact, an effective option for facilitating the communication between the public institution and society and enhance the rice produced in the region of Agronomy.

The present work deals with the conceptual study of redesign a character named Rizotinho created to act as an intermediary between the public institution and society, and also represent and enhance the rice produced in the Agronômica at Alto Vale Catarinense. To compose the mascot in the visual, behavioral, physical and thematic aspects were collected data about characteristics of the city in order to relate the concept of character with the tradition and customs of the region. For its construction, the project was based on the Munari (2000) methodology, with some adjustments, consisting of seven stages: (1) problem definition and composition, (2) data collection and data analysis, (3) research on characters particulars, (4) character structure, (5) verification, (6) project implementation and (7) monitoring. The research is descriptive and exploratory. At the end, it is concluded that the use of a mascot is, in fact, an effective option for facilitating the communication between the public institution and society and enhance the rice produced in the region of Agronomy.

Palavras-chave:

DOI: 10.5151/designpro-CIDI-70

Referências bibliográficas

• [1] TELES, Ludmila Rosa et al. Um século de personagem de marca e produto no Brasil. Disponível em: Andlt;http://bd.iff.edu.br/acervo/um-seculo-de-personagem-de-marca-e-produto-no-brasil/viewAndgt;. Acesso em: 13 mai. 2013.
• [2] TREIN, Sérgio Roberto. O paradoxo dos gimmicks na política: por que humanizar quem já é humano? Revista Signos Do Consumo, São Paulo, v. 3, n. 1, p.44-56, 2011.
• [3] ALMEIDA, Carla de Sousa et al. Personagem de Marca: Análise Semiótica da Moça Leiteira. In: XXXII CONGRESSO BRASILEIRO DE CIÊNCIAS DA COMUNICAÇÃO, 2009, Curitiba. Anais do XXXII Congresso Brasileiro de Ciências da Comunicação. Curitiba, 2009. Disponível em: Andlt;http://www.intercom.org.br/papers/nacionais/2009/resumos/R4-0921-1.pdfAndgt;. Acesso em: 02 jun. 2013.
• [4] TELES, Ludmila Rosa. O personagem gráfico infantilizado a serviço da instituição. In: IV CIRCUITO DE INICIAÇÃO CIENTÍFICA DO CEFET CAMPOS, 2007, Rio de Janeiro. Anais do IV Circuito de Iniciação Científica do CEFET Campos. Rio de Janeiro: 2007. Disponível em: Andlt;http://www.essentiaeditora.iff.edu.br/index.php/CircuitoIC/article/viewFile/1888/1061Andgt;. Acesso em: 14 mai. 2013.
• [5] GOMES, Luiz Claudio Gonçalves; AZEVEDO, Alexsandro de Souza. A utilização de personagens e mascotes nas embalagens e sua representação simbólica no ponto-de-venda. XXVIII Congresso Brasileiro de Ciências da Comunicação, Rio de Janeiro, n. , p.1-12, 9 set. 2005. Disponível em: Andlt;http://www.ddimkt.xpg.com.br/a_utilizacao_de_personagens_e_mascotes_nas_embalagens_e_sua_representacao_simbolica_no_ponto_de_venda.pdfAndgt;. Acesso em: 10 jun. 2013.
• [6] VIANNA, Mauricio et al. Design Thinking: inovação em negócios. Rio de Janeiro: MJV Press, 2012. 162 p.
• [7] BROWN, Tim. Design Thinking: uma metodologia poderosa para decretar o fim das velhas ideias. Tradução Cristina Yamagami. Rio de Janeiro: Elsevier, 2010. 252 p.
• [8] LUPETTI, Marcélia. Planejamento de comunicação. São Paulo: Futura, 2000.
• [9] MUNARI, Bruno. Das coisas nascem coisas. 3. ed. São Paulo: Martins, 2000. 386 p.
• [10] PEREZ, Clotilde. “Mascotes voltam aos holofotes nas estratégias das marcas”; Marketing Infantil. Disponível em: http://www.marketinginfantil.xpg.com.br/2011/10/25/mascotes-voltam-aos-holofotes-nas-estrategias-das-marcas/. Acesso em 11/06/2013
• [11] ALASSE, Letícia. Mascotes voltam aos holofotes nas estratégias das marcas. Disponível em: Andlt;http://exame.abril.com.br/marketing/noticias/mascotes-voltam-aos-holofotes-nas-estrategias-das-marcasAndgt;. Acesso em: 15 jun. 2013

Como citar:

Lauro, Aline Bertolini de; Ourives, Eliete; Figueiredo, Luiz Fernando Gonçalves de; Figueiredo, Felipe Ourives de; "The improvement of the communication between public institutions and society by the implementation of a mascot", p-729-742. In: In Coutinho, Solange G.; Moura, Monica; Campello, Silvio Barreto; Cadena, Renata A.; Almeida, Swanne (orgs.). Proceedings of the 6th Information Design International Conference, 5th InfoDesign, 6th CONGIC [= Blucher Design Proceedings, num.2, vol.1]. São Paulo: Blucher, 2014.
ISSN 23186968, DOI 10.5151/designpro-CIDI-70