Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/17566 |
Resumo: | This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian 'telenovelas' that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in 'telenovelas'. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and 'telenovelas' in particular. |
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Panafieu, Laetitia May Juliette Sybille deEscolas::EAESPRosenthal, BenjaminRossi, George BedinelliPacheco, Julia Alice Sophia von Maltzan2016-12-12T12:01:34Z2016-12-12T12:01:34Z2016-11-18PANAFIEU, Laetitia May Juliette Sybille de. Telenovelas in Brazil: a dream factory?: producat placement in Brazilian telenovelas: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016.http://hdl.handle.net/10438/17566This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian 'telenovelas' that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in 'telenovelas'. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and 'telenovelas' in particular.Esta pesquisa analisa as telenovelas no Brasil, com o objetivo de definir em que medida esses programas populares representam uma fábrica de sonhos, literalmente como uma indústria que vende sonhos e metafóricamente em termos de rentabilidade. O ângulo deste estudo exploratório se concentrará na colocação de produtos em 'telenovelas' brasileiras, que é a promoção de um produto integrado na trama ou as próprias configurações. O objetivo desta tese é destacar as melhores práticas em termos de merchandising, analisando as reações - na teoria e na prática - da audiência quando confrontada com colocações de produtos em telenovelas. Uma soma de livros e artigos já publicados sobre o assunto dentro de uma revisão de literatura clássica nos permitirá ter um ponto de vista teórico sobre o assunto. A coleta de dados primários qualitativos através da realização de várias entrevistas nos levará a confrontar essas teorias para praticar e identificar as principais tendências que permitem que as marcas sejam tão eficientes quanto possível na promoção de um produto através de programas televisivos em geral e, especialmente, de telenovelas.engBrazilPublicityProduct placementTelenovelasCiência políticaTelenovelas - BrasilAudiência de televisãoMerchandisingPublicidadeProdutos industrializadosTelenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelasinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTMPGI Thesis - Laetitia de Panafieu Finale Version.pdf.txtMPGI Thesis - Laetitia de Panafieu Finale Version.pdf.txtExtracted 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dc.title.eng.fl_str_mv |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
title |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
spellingShingle |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas Panafieu, Laetitia May Juliette Sybille de Brazil Publicity Product placement Telenovelas Ciência política Telenovelas - Brasil Audiência de televisão Merchandising Publicidade Produtos industrializados |
title_short |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
title_full |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
title_fullStr |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
title_full_unstemmed |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
title_sort |
Telenovelas in Brazil: a dream factory?: product placement in Brazilian telenovelas |
author |
Panafieu, Laetitia May Juliette Sybille de |
author_facet |
Panafieu, Laetitia May Juliette Sybille de |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Rosenthal, Benjamin Rossi, George Bedinelli |
dc.contributor.author.fl_str_mv |
Panafieu, Laetitia May Juliette Sybille de |
dc.contributor.advisor1.fl_str_mv |
Pacheco, Julia Alice Sophia von Maltzan |
contributor_str_mv |
Pacheco, Julia Alice Sophia von Maltzan |
dc.subject.eng.fl_str_mv |
Brazil Publicity Product placement |
topic |
Brazil Publicity Product placement Telenovelas Ciência política Telenovelas - Brasil Audiência de televisão Merchandising Publicidade Produtos industrializados |
dc.subject.por.fl_str_mv |
Telenovelas |
dc.subject.area.por.fl_str_mv |
Ciência política |
dc.subject.bibliodata.por.fl_str_mv |
Telenovelas - Brasil Audiência de televisão Merchandising Publicidade Produtos industrializados |
description |
This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian 'telenovelas' that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in 'telenovelas'. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and 'telenovelas' in particular. |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-12-12T12:01:34Z |
dc.date.available.fl_str_mv |
2016-12-12T12:01:34Z |
dc.date.issued.fl_str_mv |
2016-11-18 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
PANAFIEU, Laetitia May Juliette Sybille de. Telenovelas in Brazil: a dream factory?: producat placement in Brazilian telenovelas: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/17566 |
identifier_str_mv |
PANAFIEU, Laetitia May Juliette Sybille de. Telenovelas in Brazil: a dream factory?: producat placement in Brazilian telenovelas: : . Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2016. |
url |
http://hdl.handle.net/10438/17566 |
dc.language.iso.fl_str_mv |
eng |
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eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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_version_ |
1813797588191674368 |