Humanos virtuais na publicidade: panorama e categorização

Abstract

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.