Branded entertainment: a transformação do entretenimento em publicidade
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Data
2008
Autores
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Editor
Universidade federal de Goiás
Resumo
In a spectacle society, in which its forms of advertising communication have lost strength and
demonstrated inefficiency, Branded Entertainment appears as an alternative to create
emotional links between costumers and brands. Using the entertainment to take their
messages, the organizations develop relationships more intense by integrating themselves to
the life of those who trust in their positioning and proposals. This essay has the intention of
showing the advertising´s actual scenario, making clear what is Branded Entertainment, its
use, the environment where it is inserted and consequences for those who had decided to use
this kind of strategy. With a case study of the movie Transformers, which protagonist is a
vehicle of the brand Chevrolet, it will be showed the theoretical questions used, making a
panorama of world´s advertising juncture.
Descrição
Palavras-chave
Propaganda, Entretenimento, Branded, Entertainmen, Product placement, Branding, Marcas, Branded Entertainment, Brands, Advertising
Citação
FREIRE, João Vicente Marzagão. Branded entertainment: a transformação do entretenimento em publicidade. 2008. 111 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2008.