A DESCOMPRESSÃO DO AUDIOVISUAL PUBLICITÁRIO: ASPECTOS ESTÉTICOS, POÉTICOS E NARRATIVOS DA PRÁTICA DO BRANDED CONTENT

André Bomfim Dos Santos, Amanda Aouad Almeida

Abstract


Audiovisual products created by brands, which go beyond the promotional purposes, are called of branded content by the marketing studies. Their construction provides a movement of diversification on language and duration of advertising contents, here defined as decompression of audiovisual advertising. The focus of the study are the changes brought by this practice for the audiovisual language of the field. To investigate them, we developed an analysis of winning campaigns in the branded content category of the Cannes Lions advertising festival. Were analyzed the internal arrangements of the works, their process of aesthetic adherence and technological context. The results reveal aspects that distinguish the branded content of traditional advertising, such as a hypertrophy of the aesthetic dimension, the replacement of the goods by the brands and the playful aspect of their narratives.

 

Index Terms - Advertising, digital media, aesthetics, poetics, storytelling.


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