Banca de DEFESA: AMANDA AOUAD ALMEIDA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
DISCENTE : AMANDA AOUAD ALMEIDA
DATA : 24/04/2019
HORA: 14:30
LOCAL: FACULDADE DE COMUNICAÇÃO
TÍTULO:

Brazilian advertising dramaturgy:

The serial fiction of "Marias" (Intimus) and "Boa" (Antarctica)

 

PALAVRAS-CHAVES:

Dramaturgy, Branded Content, Advertising Dramaturgy, Serialization, Marias, Intimus, Boa, Antarctica.

PÁGINAS: 203
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Comunicação
RESUMO:

This research is based on the assumption that there is an advertising dramaturgy, a construction of the drama that comes from the first narrative advertising films and that is becoming more complex as language evolves and we reach the period of what the market called branded content, where it is possible to observe in Brazil several cases of outstanding dramaturgical series. We assume that the advertising market is constantly changing and there is a tendency to create pieces that approach entertainment content, demonstrating a maximization of the narrative and dramatic resources in its creation as a strategy of approaching the public that tends to reject advertising content. Our hypothesis is that the advertiser's brand must be dramatically embedded as part of the story, not the other way round. And that the strategies of building brand values is what should be passed on in the plot, not the direct induction of a product. In order to understand the serialization strategy and the factors that lead to the creative choices and construction of values for the advertiser brand, we examined in the doctoral research the poetics of these works, trying to understand the narrative coherence and the dramaturgical functions of the brands in these products, showing how it was intended to construct , through them, empathy with the public. As an analytical clipping, we chose the Marias web sites of Intimus (Kimberly-Clark) and Antarctica Beer Boa (Ambev).

MEMBROS DA BANCA:
Externo à Instituição - CLEISE FURTADO MENDES - UFBA
Presidente - 366097 - MARIA CARMEN JACOB DE SOUZA
Interno - 1807272 - REGINA LUCIA GOMES SOUZA E SILVA
Externo à Instituição - ROGERIO LUIZ COVALESKI
Externo à Instituição - TATIANA GUENAGA ANEAS