This is my work of scientific iniciation about my research in the field of the impact of digital advertising.

1. ADVERTISING AS SERVICE
THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE
IBRAHIM CESAR
@ibrahimcesar

2. WHY?
IBRAHIM CESAR
@ibrahimcesar
PROBLEMS ENGAGING THE ATTENTION OF
MEN CHANGE, AND THEY CHANGE NOT A
RANDOM BUT LARGELY IN ACCORD WITH
THE ALTERING DEMANDS OF SOCIETY AND
ECONOMY.
(LAZARSFELD e MERTON, p. 109, 2000)

3. OBJECTIVE
UNDERSTAND THE IMPACT OF DIGITAL IBRAHIM CESAR
ADVERTISING IN THE USER EXPERIENCE: @ibrahimcesar
CONTEXT
IMPRESSIONS
OPINIONS
WHERE WE ARE?
WHERE WE ARE GOING?

4. ONCE YOU HAD DATA, YOU
COULD BUILD THEORIES. ONCE ALBERT-
LÁSZLÓ
YOU HAD THEORIES, YOU HAVE BARABÁSI
PREDICTIVE POWER, YOU
COULD TEST AND THEN THE
WHOLE THING FITTED ITSELF.

5. WE LOOK AT THE PRESENT
THROUGH A REAR-VIEW MIRROR.
WE MARCH BACKWARDS INTO
THE FUTURE.
(THE MEDIUM IS THE MASSAGE, 1969)
MARSHALL
McLUHAN

6. DIGITAL ADVERTISING
IBRAHIM CESAR
@ibrahimcesar

7. DIGITAL ADVERTISING
IBRAHIM CESAR
@ibrahimcesar

8. DIGITAL ADVERTISING
IBRAHIM CESAR
@ibrahimcesar

9. USER EXPERIENCE (UX)
IBRAHIM CESAR
@ibrahimcesar

10. DISCOURSE ON THE METHOD
IBRAHIM CESAR
@ibrahimcesar

11. WELCOME TO POST-DIGITAL
IBRAHIM CESAR
@ibrahimcesar

12. I THINK ABOUT THE DEPENDENCY
WE HAVE ON THIS OTHER
TECHNOLOGY, CALLED THE
ALPHABET AND WRITING.
(KELLY, 2010)
KEVIN
KELLY

13. RUSSEL DAVIES
(2009)
IBRAHIM CESAR
@ibrahimcesar

14. ADVERTISING AS SERVICE
IBRAHIM CESAR
@ibrahimcesar

15. THE STATE OF BEING IN WHICH
YOU ASSUME THE DIGITAL
INSTEAD OF MARVELLING AT IT
ADAM TINWORTH
@adders

16. DIGITAL IS NOT A MEDIUM.
DIGITAL IS INFRASTRUCTURE.
(CANNES, 2012)
AMIR KASSAEI
@AmirKassaei

17. IBRAHIM CESAR
@ibrahimcesar
ART & COPY

18. TOM HIMPE
@tomhimpe
ADVERTSING HUNGER FOR
IMPACT EXPLAINS THE HEAVY
USAGE OF CLICHÉS AND JOKES
THROUGHOUT ITS HISTORY.
(HIMPE, 2008)

19. IBRAHIM CESAR
@ibrahimcesar
ART+COPY+CODE

20. CONSIDERATIONS IBRAHIM CESAR
@ibrahimcesar

21. IBRAHIM CESAR
@ibrahimcesar
THE ELEMENTS
OF
USER EXPERIENCE

22. PERSONAL EXPERIENCES/
@ibrahimcesar INTERACTIONS WITH THE
IBRAHIM CESAR
ORGANIZATION/PRODUCT/
SERVICE CREATE A GUT
FEELING TOWARDS THE
BRAND

23. USER EXPERIENCE =
IBRAHIM CESAR
@ibrahimcesar BRANDING

24. JESSE JAMES GARRET
@jjg

25. ADVERTISING AS SERVICE
IBRAHIM CESAR
@ibrahimcesar

26. IBRAHIM CESAR
@ibrahimcesar
THE DIGITAL UNDERLIES
EVERYTHING, IS EVERYTHING.
WE NEED TO START THING IN
WAYS TO ADD VALUE, HAVE
VALUE IN ITSELF.

27. IBRAHIM CESAR
@ibrahimcesar
IN THE POST DIGITAL, BRANDS
NEED ADD VALUE TO THE USER,
NOT THE OLD PARADIGM OF
INTERRUPTION

28. IBRAHIM CESAR
@ibrahimcesar
MEANINGFUL EXPERIENCES.

29. IBRAHIM CESAR
@ibrahimcesar
STOP INTERRUPTING.

30. IBRAHIM CESAR
@ibrahimcesar
START CREATING SERVICES.

31. IBRAHIM CESAR
@ibrahimcesar
AND
THEY’LL THANK YOU FOR THAT.

32. REFERENCES
BELCHIOR, R.K.; BELLATO, F.; FERREIRA, D.F.; SILVA, S.R.; SILVEIRA, C.R.; SOUZA, I.C.N. Segmentação Comportamental ou
Behavorial Targeting: o conteúdo certo, na hora certa, para o público certo. Faculdades Integradas Claretianas, 2012.
BERLO, D.K. O Processo da Comunicação: introdução a teoria e a pratica. 8 ed. São Paulo: Martins Fontes, 1997.
CAMUS, A. O Mito de Sísifo. 1 ed. São Paulo: Editora Record, 2004.
DAVIES, R. Post digital: an apology, 2010. Disponível em: http://russelldavies.typepad.com/planning/2010/11/post-digital-an-apology.html
<acessado em 30 de agosto de 2012>.
GARRET, J.J. The Elements of User Experience. 2 ed. Berkeley: New Riders, 2011.
GIL, A.C. Métodos e Técnicas de Pesquisa Social. 5 ed. São Paulo: Editora Atlas, 1999.
GOMES, N.D. Publicidade: comunicação persuasiva. 1 ed. Porto Alegre: Editora Sulina, 2008.
HIMPE, Tom. Advertising Next.: 150 Winning Campaigns for New Communications Age. 1 ed. New York: Ed. Chronicle Books, 2009.
LAZARSFELD;MERTON in ADORNO et al. Teoria da cultura de massa. 3 ed. Rio de Janeiro: Paz e Terra, 1982.
JENKINS, H. Cultura da Convergência. 1ª Edição. ed. Aleph: São Paulo, 2008
KELLY, K. The Technium, 2010. Disponível em: http://www.kk.org/thetechnium/ <acessado em 30 de março de 2012>.
MARCONI, M. A.; LAKATOS, E. M. Técnicas de Pesquisa. 7. ed. São Paulo: Atlas, 2009.
McLUHAN, M. The Medium Is The Massage. 1ª Edição. Gingko Press: Berkeley, 2012.
NIELSEN, J. Banner Blindness: Old and New Findings. Jakob Nielsen’s Alertbox, 2007. Disponível em: http://www.useit.com/alertbox/banner-
blindness.html <acessado em 28 de junho de 2012>
PINHO, J.B. Publicidade e Vendas na Internet: Técnicas e Estratégias. São Paulo: Summus, 2000.
PREECE, J.; ROGERS, Y.; SHARP, H. Interaction Design – Beyond Human-Computer Interaction. Chichester, West Sussex, UK: Wiley, 2011
SCHNEIDER, J.; STICKDORN, M. This Is Service Design Thinking. 1 ed. New Jersey: Wiley, 2011.
TENNØ, H. 180360720: Marketing in an era of shared values and everyday life, 2011. Disponível em: http://www.180360720.no/ <acessado em 15
de agosto de 2012>.