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Estudos de tendências, a imersividade e as narrativas socioculturais nos advergames: Contributos para a comunicação publicitária contemporânea
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| 8.98 MB | Adobe PDF |
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Abstract(s)
A presente dissertação investiga os advergames enquanto estratégias de comunicação publicitária em articulação com a análise de tendências socioculturais contemporâneas. Partindo dos Estudos de Tendências como ferramenta de análise cultural, investigou-se de que forma as manifestações culturais moldam estratégias de comunicação e influenciam a forma como as marcas comunicam com públicos — cada vez mais conectados, exigentes e imersos em ambientes digitais. Recorrendo a uma metodologia qualitativa através do coolhunting e da análise de tendências, foram examinados vários casos de advergames com presença publicitária marcante em videojogos, como por exemplo Fortnite, Valorant e Netflix Games. Este estudo indica padrões estéticos, narrativos e comportamentais que mais captam o interesse do público, destacando a convergência entre o entretenimento, identidade cultural e envolvimento emocional. Conclui-se que os advergames, mais do que meros instrumentos promocionais, funcionam como espelhos das mudanças sociais e como meios eficazes de captação e fidelização de públicos na era digital.
This dissertation investigates advergames as advertising communication strategies in conjunction with the analysis of contemporary sociocultural trends. Based on Trend Studies as a tool for cultural analysis, it explores how cultural manifestations shape communication strategies and influence the way brands engage with increasingly connected, demanding, and digitally immersed audiences. Using a qualitative methodology through coolhunting and trend analysis, several cases of advergames with strong advertising presence in video games—such as Fortnite, Valorant, and Netflix Games—were examined. This study identifies aesthetic, narrative, and behavioral patterns that most effectively capture public interest, highlighting the convergence of entertainment, cultural identity, and emotional engagement. It concludes that advergames, more than mere promotional tools, function as mirrors of social change and as effective means of attracting and retaining audiences in the digital age.
This dissertation investigates advergames as advertising communication strategies in conjunction with the analysis of contemporary sociocultural trends. Based on Trend Studies as a tool for cultural analysis, it explores how cultural manifestations shape communication strategies and influence the way brands engage with increasingly connected, demanding, and digitally immersed audiences. Using a qualitative methodology through coolhunting and trend analysis, several cases of advergames with strong advertising presence in video games—such as Fortnite, Valorant, and Netflix Games—were examined. This study identifies aesthetic, narrative, and behavioral patterns that most effectively capture public interest, highlighting the convergence of entertainment, cultural identity, and emotional engagement. It concludes that advergames, more than mere promotional tools, function as mirrors of social change and as effective means of attracting and retaining audiences in the digital age.
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Keywords
Advergames Tendências socioculturais Gamificação Comportamento do consumidor Publicidade interativa