Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix.
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UNICAP |
Texto Completo: | http://tede2.unicap.br:8080/handle/tede/1242 |
Resumo: | The constant change in the profile of consumers, increasingly critical and equiPPed with different technologies and equipment, has increased the production and consumption of content in the Streaming environment. Advertising and brands have been investing and adapting to changes and how to send effective and more consistent messages to routine and emerging audiences. The aim of this work was to identify, tabulate and analyze the types and actions of Product Placement in the on demand environment (streaming) and how brands aPPly this form of communication strategically to insert their products / services in entertainment content. We use Netflix to show the forms of product insertions, performing a comparative analysis between the “Netflix Originals” series of political drama (“House of Cards” (USA) and “The Mechanism” (Brazil)) of two of the main world markets company, in order to verify the main similarities and differences in the aPPlicability of the techniques presented in this study. For this purpose, theoretical contributions were used, such as Lehu (2007), Baudrilland (2000) and Russel and Belch (2007), in which they dealt with the actions of Product Placement in audiovisual narratives. The results showed that Product Placement is a communicational strategy for brands, capable of working on the persuasion of a specific target audience through an action that differs from traditional advertising in the Streaming environment and aPPlying it to our object of study. This work aims to contribute to studies in the areas of communication and advertising, by pointing out the main Product Placement actions to be invested by the brands. |
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Carvalho, Breno José Andrade deFerreira, Alexandre FigueirôaSilva, Izabela Domingues dahttp://lattes.cnpq.br/5568771550334771Maciel, Bruno Pereira Fernandes2021-02-15T16:10:42Z2020-02-13MACIEL, Bruno Pereira Fernandes. Product placement na plataforma streaming: análise comparativa das séries "House of Cards" e "O Mecanismo" da Netflix. 2020. 139 fl. Dissertação (Mestrado) - Universidade Católica de Pernambuco. Programa de Pós-graduação em Indústrias Criativas. Mestrado Profissional em Indústrias Criativas, 2020.http://tede2.unicap.br:8080/handle/tede/1242The constant change in the profile of consumers, increasingly critical and equiPPed with different technologies and equipment, has increased the production and consumption of content in the Streaming environment. Advertising and brands have been investing and adapting to changes and how to send effective and more consistent messages to routine and emerging audiences. The aim of this work was to identify, tabulate and analyze the types and actions of Product Placement in the on demand environment (streaming) and how brands aPPly this form of communication strategically to insert their products / services in entertainment content. We use Netflix to show the forms of product insertions, performing a comparative analysis between the “Netflix Originals” series of political drama (“House of Cards” (USA) and “The Mechanism” (Brazil)) of two of the main world markets company, in order to verify the main similarities and differences in the aPPlicability of the techniques presented in this study. For this purpose, theoretical contributions were used, such as Lehu (2007), Baudrilland (2000) and Russel and Belch (2007), in which they dealt with the actions of Product Placement in audiovisual narratives. The results showed that Product Placement is a communicational strategy for brands, capable of working on the persuasion of a specific target audience through an action that differs from traditional advertising in the Streaming environment and aPPlying it to our object of study. This work aims to contribute to studies in the areas of communication and advertising, by pointing out the main Product Placement actions to be invested by the brands.A constante mudança do perfil dos consumidores, cada vez mais críticos e munidos de diferentes tecnologias e equipamentos fez com que crescesse a produção e o consumo de conteúdos no ambiente Streaming. A publicidade e as marcas vêm investindo e se adaptando às mudanças e em como emitir mensagens eficazes e mais consistentes para o público rotineiro e emergente. O objetivo deste trabalho foi identificar, tabular e analisar os tipos e ações de Product Placement no ambiente on demand (streaming) e como as marcas aplicam esta forma de comunicação estrategicamente para inserir seus produtos/serviços em conteúdos de entretenimento. Utilizamos a Netflix para mostrar as formas de inserções de produtos, realizando uma análise comparativa entre os seriados “Originais Netflix” de drama político (“House of Cards” (EUA) e “O Mecanismo” (Brasil)) de dois dos principais mercados mundiais da empresa, a fim de verificar quais as principais semelhanças e diferenças da aplicabilidade das técnicas apresentadas neste estudo. Para isso foram utilizados os aportes teóricos a exemplo de Lehu (2007), Baudrilland (2000) e Russel e Belch (2007), no qual tratavam sobre as ações de Product Placement em narrativas audiovisuais. Os resultados apontaram que o Product Placement é uma estratégia comunicacional para as marcas, capaz de trabalhar a persuasão de um determinado público-alvo por meio de uma ação que se diferencie da publicidade tradicional no ambiente Streaming e aplicando ao nosso objeto de estudo. Este trabalho visa contribuir para estudos nas áreas de comunicação e publicidade, por apontar as principais ações de Product Placement a serem investidas pelas marcas.Submitted by Biblioteca Central (biblioteca@unicap.br) on 2021-02-15T16:10:42Z No. of bitstreams: 2 Ok_bruno_pereira_fernandes_maciel.pdf: 6861051 bytes, checksum: 7ce789516b909f42cd8292b0d612d992 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5)Made available in DSpace on 2021-02-15T16:10:42Z (GMT). No. of bitstreams: 2 Ok_bruno_pereira_fernandes_maciel.pdf: 6861051 bytes, checksum: 7ce789516b909f42cd8292b0d612d992 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2020-02-13application/pdfporUniversidade Católica de PernambucoMestrado em Indústrias CriativasUNICAPBrasilDepartamento de Pós-Graduaçãohttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessDissertaçõesColocação de produto na comunicação de massaBranding (Marketing)MarketingSistemas de transmissão de dadosDissertationsProduct placement in mass communicationData transmission systemsCIENCIAS SOCIAIS APLICADAS::COMUNICACAOProduct placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix.info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis2097080422345080344500500600-8854052368273140835-4056021055502874573reponame:Biblioteca Digital de Teses e Dissertações da UNICAPinstname:Universidade Católica de Pernambuco (UNICAP)instacron:UNICAPORIGINALOk_bruno_pereira_fernandes_maciel.pdfOk_bruno_pereira_fernandes_maciel.pdfapplication/pdf6861051http://tede2.unicap.br:8080/handle/tede/bitstream/tede/1242/5/Ok_bruno_pereira_fernandes_maciel.pdf7ce789516b909f42cd8292b0d612d992MD55CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://tede2.unicap.br:8080/handle/tede/bitstream/tede/1242/2/license_url4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-80http://tede2.unicap.br:8080/handle/tede/bitstream/tede/1242/3/license_textd41d8cd98f00b204e9800998ecf8427eMD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-80http://tede2.unicap.br:8080/handle/tede/bitstream/tede/1242/4/license_rdfd41d8cd98f00b204e9800998ecf8427eMD54LICENSElicense.txtlicense.txttext/plain; charset=utf-82170http://tede2.unicap.br:8080/handle/tede/bitstream/tede/1242/1/license.txt5d71329502a0e313f28be890c62f4ad8MD51tede/12422021-02-15 14:10:42.773oai:tede2.unicap.br:tede/1242Biblioteca Digital de Teses e Dissertaçõeshttp://tede2.unicap.br:8080/http://tede2.unicap.br:8080/oai/requestbiblioteca@unicap.br||biblioteca@unicap.bropendoar:46462021-02-15T16:10:42Biblioteca Digital de Teses e Dissertações da UNICAP - Universidade Católica de Pernambuco (UNICAP)false |
dc.title.por.fl_str_mv |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
title |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
spellingShingle |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. Maciel, Bruno Pereira Fernandes Dissertações Colocação de produto na comunicação de massa Branding (Marketing) Marketing Sistemas de transmissão de dados Dissertations Product placement in mass communication Data transmission systems CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
title_full |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
title_fullStr |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
title_full_unstemmed |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
title_sort |
Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix. |
author |
Maciel, Bruno Pereira Fernandes |
author_facet |
Maciel, Bruno Pereira Fernandes |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Carvalho, Breno José Andrade de |
dc.contributor.referee1.fl_str_mv |
Ferreira, Alexandre Figueirôa |
dc.contributor.referee2.fl_str_mv |
Silva, Izabela Domingues da |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5568771550334771 |
dc.contributor.author.fl_str_mv |
Maciel, Bruno Pereira Fernandes |
contributor_str_mv |
Carvalho, Breno José Andrade de Ferreira, Alexandre Figueirôa Silva, Izabela Domingues da |
dc.subject.por.fl_str_mv |
Dissertações Colocação de produto na comunicação de massa Branding (Marketing) Marketing Sistemas de transmissão de dados |
topic |
Dissertações Colocação de produto na comunicação de massa Branding (Marketing) Marketing Sistemas de transmissão de dados Dissertations Product placement in mass communication Data transmission systems CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Dissertations Product placement in mass communication Data transmission systems |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The constant change in the profile of consumers, increasingly critical and equiPPed with different technologies and equipment, has increased the production and consumption of content in the Streaming environment. Advertising and brands have been investing and adapting to changes and how to send effective and more consistent messages to routine and emerging audiences. The aim of this work was to identify, tabulate and analyze the types and actions of Product Placement in the on demand environment (streaming) and how brands aPPly this form of communication strategically to insert their products / services in entertainment content. We use Netflix to show the forms of product insertions, performing a comparative analysis between the “Netflix Originals” series of political drama (“House of Cards” (USA) and “The Mechanism” (Brazil)) of two of the main world markets company, in order to verify the main similarities and differences in the aPPlicability of the techniques presented in this study. For this purpose, theoretical contributions were used, such as Lehu (2007), Baudrilland (2000) and Russel and Belch (2007), in which they dealt with the actions of Product Placement in audiovisual narratives. The results showed that Product Placement is a communicational strategy for brands, capable of working on the persuasion of a specific target audience through an action that differs from traditional advertising in the Streaming environment and aPPlying it to our object of study. This work aims to contribute to studies in the areas of communication and advertising, by pointing out the main Product Placement actions to be invested by the brands. |
publishDate |
2020 |
dc.date.issued.fl_str_mv |
2020-02-13 |
dc.date.accessioned.fl_str_mv |
2021-02-15T16:10:42Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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MACIEL, Bruno Pereira Fernandes. Product placement na plataforma streaming: análise comparativa das séries "House of Cards" e "O Mecanismo" da Netflix. 2020. 139 fl. Dissertação (Mestrado) - Universidade Católica de Pernambuco. Programa de Pós-graduação em Indústrias Criativas. Mestrado Profissional em Indústrias Criativas, 2020. |
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http://tede2.unicap.br:8080/handle/tede/1242 |
identifier_str_mv |
MACIEL, Bruno Pereira Fernandes. Product placement na plataforma streaming: análise comparativa das séries "House of Cards" e "O Mecanismo" da Netflix. 2020. 139 fl. Dissertação (Mestrado) - Universidade Católica de Pernambuco. Programa de Pós-graduação em Indústrias Criativas. Mestrado Profissional em Indústrias Criativas, 2020. |
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