Transmedia storytelling: analysis of the Arezzo brand advertising campaign

Detalhes bibliográficos
Autor(a) principal: Schneider, Thaissa
Data de Publicação: 2018
Outros Autores: Gonçalves, Berenice Santos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista dObra[s]
Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/781
Resumo: This article analyzes Arezzo’s Winter 2016 advertising campaign, using the principles of Jenkins (2009) for Transmedia Storytelling. To accomplish the goals of this work it was decided to use the bibliographical research, qualitative research, and case study. In the analyzed campaign a new type of storytelling was created: the interactive authoring in the network. The construction of this complex narrative allows the format to be able to expand and distribute its content through several communication platforms, connecting different audiences who personalize their experience with the product presented.
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spelling Transmedia storytelling: analysis of the Arezzo brand advertising campaignNarrativas transmidiáticas: análise da campanha publicitária da marca Arezzostorytellingtransmedia storytellingadvertising campaignArezzo.narrativas transmídiasstorytelllingcampanha publicitáriaArezzo.This article analyzes Arezzo’s Winter 2016 advertising campaign, using the principles of Jenkins (2009) for Transmedia Storytelling. To accomplish the goals of this work it was decided to use the bibliographical research, qualitative research, and case study. In the analyzed campaign a new type of storytelling was created: the interactive authoring in the network. The construction of this complex narrative allows the format to be able to expand and distribute its content through several communication platforms, connecting different audiences who personalize their experience with the product presented.Este artigo analisa a campanha publicitária de Inverno 2016 da marca Arezzo, utilizando os princípios de Jenkins (2009) para narrativas transmidiáticas. Para cumprir os objetivos deste trabalho, optou-se por utilizar a pesquisa bibliográfica, a pesquisa qualitativa e o estudo de caso. Na campanha analisada foi criado um tipo de storytelling: a autoria interativa na rede. A construção desta narrativa complexa permite que o formato consiga ampliar e distribuir o conteúdo por meio de diversas plataformas comunicacionais conectando, assim, diferentes públicos que personalizam sua experiência com o produto apresentado.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2018-12-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/78110.26563/dobras.v11i24.781dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 11 n. 24 (2018); 202-2212358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/781/513Copyright (c) 2020 Thaissa Schneider, Berenice Santos Gonçalvesinfo:eu-repo/semantics/openAccessSchneider, ThaissaGonçalves, Berenice Santos2020-04-24T18:33:51Zoai:ojs.dobras.emnuvens.com.br:article/781Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-01-12T16:05:36.826552Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)true
dc.title.none.fl_str_mv Transmedia storytelling: analysis of the Arezzo brand advertising campaign
Narrativas transmidiáticas: análise da campanha publicitária da marca Arezzo
title Transmedia storytelling: analysis of the Arezzo brand advertising campaign
spellingShingle Transmedia storytelling: analysis of the Arezzo brand advertising campaign
Schneider, Thaissa
storytelling
transmedia storytelling
advertising campaign
Arezzo.
narrativas transmídias
storytellling
campanha publicitária
Arezzo.
title_short Transmedia storytelling: analysis of the Arezzo brand advertising campaign
title_full Transmedia storytelling: analysis of the Arezzo brand advertising campaign
title_fullStr Transmedia storytelling: analysis of the Arezzo brand advertising campaign
title_full_unstemmed Transmedia storytelling: analysis of the Arezzo brand advertising campaign
title_sort Transmedia storytelling: analysis of the Arezzo brand advertising campaign
author Schneider, Thaissa
author_facet Schneider, Thaissa
Gonçalves, Berenice Santos
author_role author
author2 Gonçalves, Berenice Santos
author2_role author
dc.contributor.author.fl_str_mv Schneider, Thaissa
Gonçalves, Berenice Santos
dc.subject.por.fl_str_mv storytelling
transmedia storytelling
advertising campaign
Arezzo.
narrativas transmídias
storytellling
campanha publicitária
Arezzo.
topic storytelling
transmedia storytelling
advertising campaign
Arezzo.
narrativas transmídias
storytellling
campanha publicitária
Arezzo.
description This article analyzes Arezzo’s Winter 2016 advertising campaign, using the principles of Jenkins (2009) for Transmedia Storytelling. To accomplish the goals of this work it was decided to use the bibliographical research, qualitative research, and case study. In the analyzed campaign a new type of storytelling was created: the interactive authoring in the network. The construction of this complex narrative allows the format to be able to expand and distribute its content through several communication platforms, connecting different audiences who personalize their experience with the product presented.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/781
10.26563/dobras.v11i24.781
url https://dobras.emnuvens.com.br/dobras/article/view/781
identifier_str_mv 10.26563/dobras.v11i24.781
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/781/513
dc.rights.driver.fl_str_mv Copyright (c) 2020 Thaissa Schneider, Berenice Santos Gonçalves
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Thaissa Schneider, Berenice Santos Gonçalves
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
dc.source.none.fl_str_mv dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 11 n. 24 (2018); 202-221
2358-0003
1982-0313
reponame:Revista dObra[s]
instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron:ABEPEM
instname_str Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron_str ABEPEM
institution ABEPEM
reponame_str Revista dObra[s]
collection Revista dObra[s]
repository.name.fl_str_mv Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
repository.mail.fl_str_mv dobras.abepem@gmail.com
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