We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A 'publicização' do consumo: um estudo das ações publicitárias inseridas nas telenovelas da Rede Globo por faixas de horário.
- Authors
MARQUES CARRIÇO FERREIRA, RAQUEL; OLIVEIRA SANTANA, DHIONE
- Abstract
Since its emergence in Brazil, the soap opera favors advertising strategies embedded in its daily episodes, such as the advertising spot. Since 1969, a new phenomenon began to settle, the tie-in, which included to the soap operas' plots some products and services consumed by the characters, suggesting a consumption or a real use. The purpose of this paper is to present the results of a content analysis of soap operas in the last two years (2010-2011, TV Rede Globo in Brazil). The analysis focuses on the relationship between the range of topics and its advertising actions.
- Subjects
BRAZIL; TIE-ins (Marketing); TELEVISION soap operas; TELEVISION programs; MARKETING strategy; TELEVISION advertising; TELEVISION in propaganda
- Publication
Signo y Pensamiento, 2013, Vol 32, Issue 62, p150
- ISSN
0120-4823
- Publication type
Article