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Abstract(s)
O Brand Placement na ficção audiovisual apresenta-se, para as marcas, como uma alternativa à publicidade clássica e linear sujeita à saturação publicitária e à fragmentação da audiência, utilizando estruturas de construção de significado cada vez mais complexas. O presente estudo analisa o Brand Placement da marca “Oliveira da Serra" na novela “Laços de Sangue”, em 43 episódios. Na primeira parte, define-se as perguntas de partida, os objetivos da investigação e a metodologia utilizada. De seguida, apresenta-se o enquadramento teórico sobre Telenovela, Marketainment e Brand Placement. Na segunda parte, apresenta-se a análise empírica, onde se descreve os tipos de Placement identificados na novela - Anúncio Publicitário, Separador “Alentejo”, Inserções sem produto e Inserções com produto - e as relações estabelecidas entre eles; as variáveis de Troup (1991) utilizadas na análise de 12 inserções, 6 com produto e 6 sem produto, escolhidas aleatoriamente; e as conclusões. Finalmente, apresenta-se a análise efetuada a cada inserção, os quadros de quantificação e relação, as fichas de personagens e cenários.
Brand Placement in audiovisual fiction presents itself, for brands, as an alternative to the classical linear advertising, subject to saturation and audience fragmentation, using structures of meaning-making increasingly complex. This study analyzes the Brand Placement brand "Oliveira da Serra" in the soap opera "Laços de Sangue", in 43 episodes. The first part sets up the research questions, research objectives and methodology. Subsequently, presents the theoretical framework for Soap Opera, Marketainment and Brand Placement. The second part presents the empirical analysis, which describes the four types of placement identified in the soap opera - Advertisement, Tab "Alentejo" placement with no product and with product - and the relations between them; Troup (1991) variables used in the analysis of 12 inserts, 6 with product and 6 with no product, chosen randomly; and the conclusions. Finally, the examination of each insertion, quantification and relation boards and the character and scenario boards.
Brand Placement in audiovisual fiction presents itself, for brands, as an alternative to the classical linear advertising, subject to saturation and audience fragmentation, using structures of meaning-making increasingly complex. This study analyzes the Brand Placement brand "Oliveira da Serra" in the soap opera "Laços de Sangue", in 43 episodes. The first part sets up the research questions, research objectives and methodology. Subsequently, presents the theoretical framework for Soap Opera, Marketainment and Brand Placement. The second part presents the empirical analysis, which describes the four types of placement identified in the soap opera - Advertisement, Tab "Alentejo" placement with no product and with product - and the relations between them; Troup (1991) variables used in the analysis of 12 inserts, 6 with product and 6 with no product, chosen randomly; and the conclusions. Finally, the examination of each insertion, quantification and relation boards and the character and scenario boards.
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Keywords
Telenovela Brand placement Product placement Marketainement Soap opera Brand placement Product placement Marketainement