The audiovisual advertising in the context of digital media: a look at the practice of the advertainment

Detalhes bibliográficos
Autor(a) principal: Bomfim dos Santos, André
Data de Publicação: 2013
Outros Autores: Gomes S Silva, Regina Lucia
Tipo de documento: Artigo
Idioma: por
Título da fonte: Em Questão (Online)
Texto Completo: https://seer.ufrgs.br/index.php/EmQuestao/article/view/36244
Resumo: The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.
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spelling The audiovisual advertising in the context of digital media: a look at the practice of the advertainmentO Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainmentRecepçãoEstéticaPublicidadeAdvertainmentRecepção. Publicidade. Mídias digitaisAdvertising. Digital media. Advertainment. YouTube.The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.O foco deste estudo é a recepção da publicidade no ambiente das mídias digitais, mais especificamente daquilo que é chamado, no âmbito dos estudos de marketing, de advertainment. Misto de publicidade e entretenimento, assistido e compartilhado voluntariamente, o advertainment é aqui analisado no contexto do YouTube. Como recorte, utilizamos a campanha Unleash your fingers, criada para o lançamento de um smartphone na França em 2011. Para tanto, propomos um modelo teórico que esquematiza essa recepção em três instâncias: a dimensão estética do produto audiovisual, o contexto da recepção e a ativação do comportamento de fã. São utilizados autores e conceitos oriundos dos estudos da recepção, como a estética da recepção (Jauss), a semiopragmática (Odin) e os estudos sobre fãs num contexto de novas formas de participação online (Jenkins, Fiske, Staiger).The audiovisual advertising in the context of digital media: a look at the practice of the advertainmentAbstract: The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)2013-07-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/36244Em Questão; Vol. 19 No. 1 (2013); 65-83Em Questão; Vol. 19 Núm. 1 (2013); 65-83Em Questão; v. 19 n. 1 (2013); 65-831808-52451807-8893reponame:Em Questão (Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/EmQuestao/article/view/36244/31544Copyright (c) 2013 André Bomfim dos Santos, Regina Lucia Gomes S Silvahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessBomfim dos Santos, AndréGomes S Silva, Regina Lucia2024-03-22T18:37:56Zoai:seer.ufrgs.br:article/36244Revistahttps://seer.ufrgs.br/emquestao/PUBhttps://seer.ufrgs.br/EmQuestao/oaiemquestao@ufrgs.br||emquestao@ufrgs.br1808-52451807-8893opendoar:2024-03-22T18:37:56Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
O Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainment
title The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
spellingShingle The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
Bomfim dos Santos, André
Recepção
Estética
Publicidade
Advertainment
Recepção. Publicidade. Mídias digitais
Advertising. Digital media. Advertainment. YouTube.
title_short The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
title_full The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
title_fullStr The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
title_full_unstemmed The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
title_sort The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
author Bomfim dos Santos, André
author_facet Bomfim dos Santos, André
Gomes S Silva, Regina Lucia
author_role author
author2 Gomes S Silva, Regina Lucia
author2_role author
dc.contributor.author.fl_str_mv Bomfim dos Santos, André
Gomes S Silva, Regina Lucia
dc.subject.por.fl_str_mv Recepção
Estética
Publicidade
Advertainment
Recepção. Publicidade. Mídias digitais
Advertising. Digital media. Advertainment. YouTube.
topic Recepção
Estética
Publicidade
Advertainment
Recepção. Publicidade. Mídias digitais
Advertising. Digital media. Advertainment. YouTube.
description The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.
publishDate 2013
dc.date.none.fl_str_mv 2013-07-25
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/36244
url https://seer.ufrgs.br/index.php/EmQuestao/article/view/36244
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/EmQuestao/article/view/36244/31544
dc.rights.driver.fl_str_mv Copyright (c) 2013 André Bomfim dos Santos, Regina Lucia Gomes S Silva
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2013 André Bomfim dos Santos, Regina Lucia Gomes S Silva
https://creativecommons.org/licenses/by/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, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul, Faculdade de Biblioteconomia e Comunicação, Programa de Pós-Graduação em Ciência da Informação (Porto Alegre/RS)
dc.source.none.fl_str_mv Em Questão; Vol. 19 No. 1 (2013); 65-83
Em Questão; Vol. 19 Núm. 1 (2013); 65-83
Em Questão; v. 19 n. 1 (2013); 65-83
1808-5245
1807-8893
reponame:Em Questão (Online)
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 Em Questão (Online)
collection Em Questão (Online)
repository.name.fl_str_mv Em Questão (Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv emquestao@ufrgs.br||emquestao@ufrgs.br
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