Virtual humans in advertising: overview and categorization
Name: DANIEL ROSSMANN JACOBSEN
Publication date: 31/10/2023
Examining board:
Name |
Role |
|---|---|
| ENEUS TRINDADE BARRETO FILHO | Examinador Externo |
| FLAVIA MAYER DOS SANTOS SOUZA | Presidente |
| MARIA NAZARETH BIS PIROLA | Examinador Interno |
Summary: In order to comprehend the meanings involved in the presence and usage of virtual humans in
their advertising applications within cyberterritory, a multimethodological procedure was
conducted, combining exploratory and theoretical research, literature review, and semiotic
analysis to address virtual humans as a manifestation of an emerging technological and
communicational phenomenon. A categorization of these entities was developed, considering
their general characteristics and specificities, outlining their advertising uses and
communicational potential. Special attention was given to the virtual human “Lu” from the
Brazilian retail network Magalu, in order to broaden the scope of previously conducted
discussions. It is concluded that given the rapid pace of technological development and the
advertising industry's tendency to embrace new resources to enhance its communicational
practices, virtual humans are pertinent tools in the current landscape, offering advantages in
its use by different brands, with potential for continuous improvement. Furthermore, it is
concluded that due to the dynamic nature of this phenomenon, ongoing and successive
research efforts are necessary to critically apprehend the innovations, both from an intellectual
and marketing perspective, as well as their cultural, social, ethical, and aesthetic implications.
