BETWEEN MOODS AND MEMORIES: THE AFFECTIVE DIMENSION OF AUDIOVISUALS IN ADVERTISING EDUCATION

Authors

DOI:

https://doi.org/10.18623/rvd.v23.5837

Keywords:

Affective Memory, Mood, Audiovisual, Advertising, Education

Abstract

This article investigates how undergraduate Advertising students in the municipality of Blumenau, Santa Catarina, Brazil, experience and interpret affective memory in their daily consumption and audiovisual production, with an emphasis on the fields of advertising and cinema. The general objective is to understand how these students perceive and mobilize affective memory in their consumption habits and creative practices, focusing on short documentaries produced in the classroom. This is a qualitative and exploratory study involving 45 students, based on a questionnaire with both open and closed-ended questions. The main findings indicate that audiovisual media, especially short videos and nostalgic content, elicit intense emotional reactions, activate personal and family memories, and emerge as a meaningful practice for sensitive and educational formation.

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Published

2026-04-20

How to Cite

Bona, R. J., Ribeiro, L. W., & Bressan Junior, M. A. (2026). BETWEEN MOODS AND MEMORIES: THE AFFECTIVE DIMENSION OF AUDIOVISUALS IN ADVERTISING EDUCATION. Veredas Do Direito, 23(6), e235837. https://doi.org/10.18623/rvd.v23.5837

Issue

Vol. 23 No. 6 (2026): Veredas do Direito, v. 23, n. 6 2026

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Articles

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