Contribuições da publicidade para aplicação e uso dos indicadores em indústria criativa

Abstract

This dissertation deals with identifying how advertising can contribute to promote the experience of application and use of indicators in the creative industry. The specific objectives are to address concepts about reflexivity in modernity, indicators and advertising; analyze the relationship of indicator and advertising systems in existing cases; implement advertising practices for software development and establish recommendations and generalizations of the use of advertising in the configuration of indicators in CI. The aim is to integrate indicators, advertising and the creative industry through an adaptation of the De Bruyne, Hermsn and Schoutheete (1977), in which it is composed of the epistemological, theoretical, technical and morphological poles. The study is configured as an action research through the analysis and implementation of on-line and off-line advertising strategies in the Mei Criativo and Municipal Cultural Indicators projects: a proposal for articulation between social control, politics and economics of culture. With this theoretical and practical experience, it is clear that advertising contributes to making the indicators plausible for social understanding, being a strategic link between the indicators in CI and the individual.