| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 178.58 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente paper procura discutir, de forma preliminar e ensaística, o uso do placement de marcas, produtos e temas na ficção televisiva, enquanto estratégia comercial, mas também enquanto estratégia social. Num tempo de superabundância de oferta de conteúdos e de proliferação de plataformas de distribuição e de dispositivos de acesso, o recurso a alternativas criativas de produção e financiamento de conteúdos procura garantir a fidelização de telespectadores e, por consequência, desencadear a compra, num constante processo dialógico entre anunciantes/marcas, canais/conteúdos e recetores/consumidores. Assim, e numa atitude reflexiva, é explorado o product placement enquanto conceito, atendendo às suas potencialidades e impactos, fazendo-se o contraponto e a analogia com o placement de temas (merchandising social), enquanto campo disciplinar dentro dos estudos dos media, mas ainda com pouca expressão analítica e académica em Portugal.
The present paper tries to discuss, in a preliminary and essayistic way, the use of the placement of brands, products and themes in television fiction as a commercial strategy, but also as a social strategy. In a time of overabundance of content and proliferation of distribution platforms and access devisces, the use of creative alternatives to produce and finance content, seeks to ensure the loyalty of viewers and, consequently, to trigger the purchase, in a constant dialogical process between advertisers/brands, channels/contents and receivers/consumers. Thus, in a reflexive attitude, product placement is explored as a concept, taking into account its potentialities and impacts, making up the counterpoint and analogy with the placement of themes (social merchandising), as a disciplinary field within media studies, but still with little analytical and academic expression in Portugal.
The present paper tries to discuss, in a preliminary and essayistic way, the use of the placement of brands, products and themes in television fiction as a commercial strategy, but also as a social strategy. In a time of overabundance of content and proliferation of distribution platforms and access devisces, the use of creative alternatives to produce and finance content, seeks to ensure the loyalty of viewers and, consequently, to trigger the purchase, in a constant dialogical process between advertisers/brands, channels/contents and receivers/consumers. Thus, in a reflexive attitude, product placement is explored as a concept, taking into account its potentialities and impacts, making up the counterpoint and analogy with the placement of themes (social merchandising), as a disciplinary field within media studies, but still with little analytical and academic expression in Portugal.
Description
Keywords
Marcas Temáticas sociais Product placement Conteúdos ficcionais Televisão Brands Fictional content Product placement Social themes Television