Argumentative ability of color-information in advertisement messages of Banco Itaú

• Autor(a) principal: Blasque, Roberta
• Data de Publicação: 2014
• Outros Autores: Pinho, Edinéia
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Entretextos
• Texto Completo: https://ojs.uel.br/revistas/uel/index.php/entretextos/article/view/16879
• topic: Logo; Brand; Argumentation; Cores; Logotipo; Argumentação

Companies, all the time, aim to solidify their brand and make it the first choice among the others during the customer’s choice process. Therefore, they resort to multiple areas of knowledge in their communicational strategies aiming at this consolidation. In the race for the preference of the reader/consumer, the logo and the colors play a fundamental role and are features that, if treated with proper care, will make all the difference in the composition of a remarkable visual information. In the case of the banks, in their goal of continuously attracting higher client levels, changes, small or large, are constantly performed in their visual component so that it is kept aligned with modern market trends and, principally, remain competitive. In this article, we discuss the influence of colors as argumentation strategy when used as symbol, brand and logo, and, as exemplification, we focus on the changes in the treatment of this aspect in the advertisement of Banco Itaú as continuously restructured along its nearly seventy years of existence.