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Publication
Da cibercultura ao product placement: A caracterização do protagonista em 007: "007 - contra Goldfinger", "007 - morre noutro dia" e "007 - skyfall"
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.3 MB | Adobe PDF |
Authors
Abstract(s)
Atualmente estamos rodeados de publicidade. Existe em todos os canais de comunicação, mas embora o avanço da tecnologia tenha levado a um aumento de canais, também trouxe ferramentas que nos permitem usufruir de qualquer canal sem que sejamos constantemente alvo de publicidade. Para contornar essas ferramentas, como o efeito zapping ou os bloqueadores de publicidade, as marcas tiveram de escolher novas formas de se promoverem. Optaram por investir em produções cinematográficas, tornando-se assim as verdadeiras fontes de financiamento do filme. A esta técnica de comunicação dá-se o nome de product placement, a inserção de marcas sob várias formas, como logótipos, produtos ou até mesmo no meio do texto, numa produção cinematográfica. Para compreender melhor esta ferramenta publicitária, recorremos a uma análise de conteúdo de três filmes cujo personagem principal é James Bond. Através dessa análise, pretendemos saber como e quais as marcas que estão associadas de forma direta o personagem e como a influenciam.
Nowadays we are currently surrounded by advertising. It exists in all communication channels, but the advance of technology has led to an increase of communication tools, also brought tools that allow us to pass without being constantly the target of advertising. To circumvent these tools, such as the zapping effect or the advertising blockers, the brands had to choose new ways to promote themselves. They opted to invest their products in cinematographic productions, becoming the real sources of film financing. This technique of communication is called product placement, which is the insertion of brands in various forms, such as logos, products or even in the middle of the text, in a film production. To understand this advertising tool, we turn to a content analysis of three films whose main character is James Bond. Through this analysis, we intend to know how and what brands that are directly associated with the character and how they influence it.
Nowadays we are currently surrounded by advertising. It exists in all communication channels, but the advance of technology has led to an increase of communication tools, also brought tools that allow us to pass without being constantly the target of advertising. To circumvent these tools, such as the zapping effect or the advertising blockers, the brands had to choose new ways to promote themselves. They opted to invest their products in cinematographic productions, becoming the real sources of film financing. This technique of communication is called product placement, which is the insertion of brands in various forms, such as logos, products or even in the middle of the text, in a film production. To understand this advertising tool, we turn to a content analysis of three films whose main character is James Bond. Through this analysis, we intend to know how and what brands that are directly associated with the character and how they influence it.
Description
Keywords
publicidade marcas product placement brands advertising James Bond