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Advisor(s)
Abstract(s)
O storytelling é cada vez mais utilizado na publicidade pelas empresas anunciantes, que
criam narrativas que permitam à sua marca destacar-se da concorrência: anúncios com
histórias e personagens cativantes são recorrentes na publicidade, e tornam-se uma
mais-valia na forma como comunicam com o consumidor.
Com o desenvolvimento do storytelling em publicidade e a multiplicação dos media, os
anunciantes sentem necessidade de adoptar novos formatos audiovisuais, de forma a
alargar a sua narrativa e oferecer uma experiência de entretenimento publicitário ao
consumidor. Um destes formatos é a websérie de marca.
A presente investigação tem como objecto de estudo a websérie A Cerveja no Pomar,
criada para a marca Sagres Radler, e faz parte de uma estratégia de comunicação que
visa apresentar a nova imagem e novos sabores do produto.
Através de análises das instituições, textual e de audiência, foi possível verificar que,
embora falhe em alguns aspectos, esta websérie é relevante na publicidade pois a Sagres
Radler utilizou uma narrativa publicitária original que não saturou o consumidor de
referências à marca, e que lhe proporcionou entretenimento. Neste sentido, a websérie
de marca é um formato em que as empresas anunciantes devem investir para as suas
marcas, pois ao conjugar uma história e personagens interessantes, e ao explorar os
produtos e valores da marca de forma subtil, oferecem ao consumidor uma nova
experiência de entretenimento publicitário, criando desta forma uma relação entre ele e
a marca.
Storytelling is being increasingly used in advertising by companies, who create narratives that allow its brands to stand out for its competition: ads that feature captivating stories and characters are recurrent in advertising, and become an added value in the way it communicates with the consumer. With the development of storytelling in advertising and the multiplication of media, companies feel the need to adopt new audiovisual formats, so that they can expand their narratives and offer an entertaining experience to the consumer. One of these formats is the branded webserie. The present investigation has as its study object the webserie A Cerveja no Pomar, created for the brand Sagres Radler, and it’s part of a communication strategy that aims to present a new image and new flavours of its product. Through institutional, textual and audience analysis, it was possible to verify that, though it has a few flaws, this webserie is relevant in advertising because Sagres Radler used an original advertising narrative that didn’t bother the consumer with references to the brand, and also provided entertainment. This way, the branded webserie is a format in which companies should invest for their brands, because by combining interesting stories and characters, and by subtly exploring products and branded values, they offer the consumer a new advertising entertainment experience, creating in this way a relationship between him and the brand.
Storytelling is being increasingly used in advertising by companies, who create narratives that allow its brands to stand out for its competition: ads that feature captivating stories and characters are recurrent in advertising, and become an added value in the way it communicates with the consumer. With the development of storytelling in advertising and the multiplication of media, companies feel the need to adopt new audiovisual formats, so that they can expand their narratives and offer an entertaining experience to the consumer. One of these formats is the branded webserie. The present investigation has as its study object the webserie A Cerveja no Pomar, created for the brand Sagres Radler, and it’s part of a communication strategy that aims to present a new image and new flavours of its product. Through institutional, textual and audience analysis, it was possible to verify that, though it has a few flaws, this webserie is relevant in advertising because Sagres Radler used an original advertising narrative that didn’t bother the consumer with references to the brand, and also provided entertainment. This way, the branded webserie is a format in which companies should invest for their brands, because by combining interesting stories and characters, and by subtly exploring products and branded values, they offer the consumer a new advertising entertainment experience, creating in this way a relationship between him and the brand.
Description
Keywords
Storytelling Narrativa Publicidade Websérie de marca Narrative Advertising Branded webserie