conteúdo de marca e entretenimento: narrativas híbridas
Clicks: 91
ID: 153291
2015
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Abstract
A pesquisa observa estratégias narrativas presentes em discursos publicitários contemporâneos nos quais se hibridizam o Conteúdo de Marca – Branded Content – e o Entretenimento. Partindo do conceito de Publicidade Híbrida, que contempla quatro elementos constituintes – capacidade de persuasão, viés entretivo, nível de interação e estímulo ao compartilhamento – essa reflexão analisa a hibridização publicitária do social film “The Beauty Inside”, quanto à visibilidade propiciada às marcas anunciantes, ao engajamento do público e à efetividade dos resultados.
| Reference Key |
covaleski2015comunicao,contedo
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|---|---|
| Authors | ;Rogério Luiz Covaleski |
| Journal | Science |
| Year | 2015 |
| DOI |
10.18568/1983-7070.1234107-123
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