| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 827.13 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Um canal de televisão promove-se e promove os seus produtos diariamente. Pelos intervalos de uma estação vemos autopromoções a novelas, programas, blocos informativos, reportagens e até a canais por cabo pertencentes ao grupo de comunicação social a que o canal pertence. Mas as autopromoções não se ficam por aqui: vão além dos intervalos comerciais, chegam aos outros meios e invadem os próprios programas da estação. São muitas as formas de autopromoção que uma estação de televisão pode adoptar. Em Portugal, qualquer um dos quatro canais generalistas não dispensa esta ferramenta que lhe permite dar visibilidade aos seus conteúdos e tentar captar a atenção de um maior número de telespectadores. E há formatos de uma estação que são usados como «montra», que servem para promover outros programas em jeito de conteúdos que são pensados e criados para se falar desses programas durante a emissão. Como tal, uma estação de televisão não nega a necessidade de promover os seus formatos. Partindo da publicidade, passando pela noção de «fluxo» criada por Raymond Williams, até à autopromoção, esta dissertação procura analisar a forma como os canais põe em prática a necessidade de promover os seus conteúdos junto dos telespectadores. Para isso, analisamos os tipos de autopromoção, os locais no fluxo em que se encontram diariamente as autopromoções no canal televisivo, o processo criativo e a sua concretização, bem como a contabilização das autopromoções nos intervalos comerciais das estações generalistas.
A television channel promotes itself and its products daily. During commercial breaks a TV channel can often promote his own soap operas, TV shows, reality shows, news reports and even air self-promoting advertisement. But there is more to it. Self-promoting advertisement can also be aired during a certain tv show, like a soap opera ou even the news segment. In Portugal, the mainly television channels, two public and two private, use regularly this tool to highlight its contents and attract a larger number of viewers. Sometimes the TV companies will promote a new show or content in a discreet way, placing a reference to it on another big show as if it was part of it. As such the television channels don't hide the need to promote their own products. In addition to exploring the advertisement world, the concept of flow studied and developed by Raymond Williams and the self-promotion techniques of this media, this essay also analyzes the way the television channels promote their contents. Therefore, we have analyzed the different ways to self-promote a content, the creative process, the flux in this self-promote advertisements and how many times they happen during a commercial break.
A television channel promotes itself and its products daily. During commercial breaks a TV channel can often promote his own soap operas, TV shows, reality shows, news reports and even air self-promoting advertisement. But there is more to it. Self-promoting advertisement can also be aired during a certain tv show, like a soap opera ou even the news segment. In Portugal, the mainly television channels, two public and two private, use regularly this tool to highlight its contents and attract a larger number of viewers. Sometimes the TV companies will promote a new show or content in a discreet way, placing a reference to it on another big show as if it was part of it. As such the television channels don't hide the need to promote their own products. In addition to exploring the advertisement world, the concept of flow studied and developed by Raymond Williams and the self-promotion techniques of this media, this essay also analyzes the way the television channels promote their contents. Therefore, we have analyzed the different ways to self-promote a content, the creative process, the flux in this self-promote advertisements and how many times they happen during a commercial break.
Description
Keywords
Autopromoção Publicidade Televisão Fluxo televisivo Self-promotion Advertising Television Television flow