Embalagem: o elemento imagem do produto

Translated title of the contribution: Package: The image element of the product

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Packaging is a complete and complex object that has two main functions: to contain the product and to advertise it. Although antagonistic, these two functions coexist in the packaging that, on the one hand, conceals the productand, on the other, causes it to appear. The product is the content of the packaging, it is what we consume and the packaging is only its container, however, the packaging is confused with the product making them practically inseparable. The packaging involves, protects and shapes the content, but this essential structural function has the disadvantage of concealing the product itself. Thus, if the packaged content is hidden from the consumer’s eyes, it is the packaging that has the task of communicating what is inside it. The images thus assume the role of announcing the product contained in the packaging in order to make it visible, but also to make it appealing to the point of influencing the purchase decision. Images are therefore the best asset that the product can have.
Translated title of the contributionPackage: The image element of the product
Original languagePortuguese
Pages (from-to)313-319
Number of pages7
JournalMedia and Jornalismo
Issue number34
Publication statusPublished - 28 Jun 2019


  • Communication
  • Image
  • Packaging
  • Product
  • Purchase


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