Transmedia storytelling: analysis of the Arezzo brand advertising campaign
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Data de Publicação: | 2018 |
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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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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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