Beyond advertising: promotion strategies in the release of a TV programme
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Intexto (Porto Alegre) |
Texto Completo: | https://seer.ufrgs.br/index.php/intexto/article/view/68947 |
Resumo: | This text amplifies the notion of advertising by approaching promotionality as a movement inherent to the televisual métier, expanding onto other platforms, promoting people, brands, products, events, etc. The goal is thus to analyse promotional strategies employed in the release of a telenovela. In an attempt to understand what is said and how it is said, that is, the discursive mechanisms employed to promote the programme, I draw on semiotics as a theoretical and methodological framework basing the examination of texts and their relations to context. The following results have been observed: engineering aimed at valuing the network; format diversity that fluctuates between reiteration and innovation; multiplatform discursive path in presenting the telenovela so as to consolidate the media product as a brand. The network utilises a kind of crosspromotion, resorting to the web in order to disseminate the TV programme in search of the effect of infinite possibilities, far from the plenitude of interactive TV. |
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Beyond advertising: promotion strategies in the release of a TV programmeAlém da publicidade: estratégias da promocionalidade no lançamento de um programa televisivoPromocionalidade. Estratégias. Televisão. Publicidade. Transmidiação.Promotionality. Strategy. Television. Advertising. Transmediation.This text amplifies the notion of advertising by approaching promotionality as a movement inherent to the televisual métier, expanding onto other platforms, promoting people, brands, products, events, etc. The goal is thus to analyse promotional strategies employed in the release of a telenovela. In an attempt to understand what is said and how it is said, that is, the discursive mechanisms employed to promote the programme, I draw on semiotics as a theoretical and methodological framework basing the examination of texts and their relations to context. The following results have been observed: engineering aimed at valuing the network; format diversity that fluctuates between reiteration and innovation; multiplatform discursive path in presenting the telenovela so as to consolidate the media product as a brand. The network utilises a kind of crosspromotion, resorting to the web in order to disseminate the TV programme in search of the effect of infinite possibilities, far from the plenitude of interactive TV.O artigo parte da ampliação da noção de publicidade, abordando a promocionalidade como movimento inerente ao fazer televisual, que se expande para outras plataformas, promovendo pessoas, marcas, produtos, eventos, etc. Assim, objetiva analisar as estratégias promocionais empregadas no lançamento de uma telenovela. Procurando entender o dito e como se diz, ou seja, os mecanismos discursivos empregados para promover o programa, recorre à semiótica como aporte teórico-metodológico que embasa o exame dos textos e de sua relação com o contexto. Como resultados observam-se: engenharia voltada à valorização da emissora; diversidade de formatos que flutua entre a reiteração e a inovação; percurso discursivo multiplataforma de apresentação da telenovela e que visa a consolidar o programa midiático como marca. Entende-se que a emissora realize uma promoção cruzada, recorrendo à web para reverberar o programa televisivo em busca do efeito de infinitas possibilidades, distante da plenitude da televisão interativa.Universidade Federal do Rio Grande do Sul2017-05-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/6894710.19132/1807-8583201739.125-145Intexto; n. 39, maio/ago. 2017; 125-145Intexto; n. 39, maio/ago. 2017; 125-145Intexto; n. 39, maio/ago. 2017; 125-145Intexto; n. 39, maio/ago. 2017; 125-145Intexto; n. 39, maio/ago. 2017; 125-1451807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/68947/40746Copyright (c) 2017 Janderle Rabaiollihttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessRabaiolli, Janderle2023-11-23T17:06:05Zoai:seer.ufrgs.br:article/68947Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-11-23T17:06:05Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
Beyond advertising: promotion strategies in the release of a TV programme Além da publicidade: estratégias da promocionalidade no lançamento de um programa televisivo |
title |
Beyond advertising: promotion strategies in the release of a TV programme |
spellingShingle |
Beyond advertising: promotion strategies in the release of a TV programme Rabaiolli, Janderle Promocionalidade. Estratégias. Televisão. Publicidade. Transmidiação. Promotionality. Strategy. Television. Advertising. Transmediation. |
title_short |
Beyond advertising: promotion strategies in the release of a TV programme |
title_full |
Beyond advertising: promotion strategies in the release of a TV programme |
title_fullStr |
Beyond advertising: promotion strategies in the release of a TV programme |
title_full_unstemmed |
Beyond advertising: promotion strategies in the release of a TV programme |
title_sort |
Beyond advertising: promotion strategies in the release of a TV programme |
author |
Rabaiolli, Janderle |
author_facet |
Rabaiolli, Janderle |
author_role |
author |
dc.contributor.author.fl_str_mv |
Rabaiolli, Janderle |
dc.subject.por.fl_str_mv |
Promocionalidade. Estratégias. Televisão. Publicidade. Transmidiação. Promotionality. Strategy. Television. Advertising. Transmediation. |
topic |
Promocionalidade. Estratégias. Televisão. Publicidade. Transmidiação. Promotionality. Strategy. Television. Advertising. Transmediation. |
description |
This text amplifies the notion of advertising by approaching promotionality as a movement inherent to the televisual métier, expanding onto other platforms, promoting people, brands, products, events, etc. The goal is thus to analyse promotional strategies employed in the release of a telenovela. In an attempt to understand what is said and how it is said, that is, the discursive mechanisms employed to promote the programme, I draw on semiotics as a theoretical and methodological framework basing the examination of texts and their relations to context. The following results have been observed: engineering aimed at valuing the network; format diversity that fluctuates between reiteration and innovation; multiplatform discursive path in presenting the telenovela so as to consolidate the media product as a brand. The network utilises a kind of crosspromotion, resorting to the web in order to disseminate the TV programme in search of the effect of infinite possibilities, far from the plenitude of interactive TV. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-05-23 |
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://seer.ufrgs.br/index.php/intexto/article/view/68947 10.19132/1807-8583201739.125-145 |
url |
https://seer.ufrgs.br/index.php/intexto/article/view/68947 |
identifier_str_mv |
10.19132/1807-8583201739.125-145 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/intexto/article/view/68947/40746 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 Janderle Rabaiolli https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 Janderle Rabaiolli https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Intexto; n. 39, maio/ago. 2017; 125-145 Intexto; n. 39, maio/ago. 2017; 125-145 Intexto; n. 39, maio/ago. 2017; 125-145 Intexto; n. 39, maio/ago. 2017; 125-145 Intexto; n. 39, maio/ago. 2017; 125-145 1807-8583 reponame:Intexto (Porto Alegre) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
Intexto (Porto Alegre) |
collection |
Intexto (Porto Alegre) |
repository.name.fl_str_mv |
Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
||intexto@ufrgs.br |
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1799766109837066240 |