O propósito da presente dissertação de mestrado é o de investigar o trabalho e a cultura em agências de publicidade brasileiras, a partir da perspectiva da sustentabilidade organizacional. Tal perspectiva preconiza que as empresas considerem seus colaboradores como um importante público, com o qual devem manter relações éticas, justas e transparentes. Por sua vez, as agências de publicidade, que são o corpus da presente pesquisa, apresentam vícios organizacionais e profissionais, que foram observados durante vivência de nove anos da pesquisadora como publicitária do mercado brasileiro. Os principais questionamentos advindos dessa prévia observação participante, giram em torno dos fatores que originam, influenciam, mantém ou legitimam tais vícios. Mais especificamente, enfoca-se as grandes agências de publicidade, pois, tidas como \"cristais\" do mercado publicitário - em faturamento, clientes, prêmios etc. - infere-se que sirvam de exemplo às demais agências - pequenas e médias -, bem como a empresas de outros setores da indústria da publicidade brasileira, como produtoras e fornecedores. Diante da variedade influências que tecem a realidade social do trabalho em grandes agências, recorre-se à abordagem interdisciplinar para composição do referencial teórico que considera os aportes do campo de estudos da comunicação, cultura e sustentabilidade organizacionais; como os da sociologia histórica, da antropologia, da psicologia do trabalho e da gestão antropológica. Dessa forma, faz-se presente o paradigma complexo nesta obra. Para cumprir o objetivo de pesquisa, recorre-se ao inventário e análise de nuances culturais e de práticas organizacionais e profissionais em agências de publicidade, a partir de pesquisa social exploratória, realizada na cidade de São Paulo entre maio de 2012 e maio de 2014, com visitas a seis grandes agências, ao Sindicato dos Publicitários de São Paulo e conta 36 participantes, de diferentes perfis e cargos. A pluralidade da amostragem é composta por dois critérios: inclusão progressiva e aleatoriedade. Os participantes contribuem em entrevistas em profundidade não estruturadas e semiestruturadas e no preenchimento de questionário em escalas Likert, técnica e instrumento selecionados para atingir o objetivo da pesquisa. A partir da correlação entre aspectos inventariados da cultura e do trabalho em grandes agências, é possível realizar análises que desvelam como se dá o trabalho no ethos da produção publicitária nacional. Muitos aspectos analisados divergem da noção da sustentabilidade organizacional. Neste contexto, o papel primordial da comunicação organizacional é debatido: o de captar e interpretar aspectos dissonantes dos preceitos sustentáveis, para possibilitar aos gestores tomadas de decisões direcionadas a um (re)tecer cultural que considere o trabalho como um valor sustentável. / The purpose of this master thesis is to investigate the work and culture in Brazilian advertising agencies, from the perspective of organizational sustainability. This perspective recommends that companies consider their employees as an important public with which they must maintain ethical, fair and transparent relations. Besides, advertising agencies, which are the corpus of this research, present organizational and labor vices, which were observed during nine years of experience as a researcher in the Brazilian advertising market. The main questions arising from this previous participant observation revolve around the factors that lead, influence, maintain or legitimize such vices. More specifically, it focuses on is the big advertising agencies known as \"crystals\" of the advertising market - in sales, customers, awards etc. - It appears that they serve as an example to other agencies - small and medium - as well as companies in other sectors of the Brazilian advertising industry, as producers and suppliers. Regardless of the variety influences that weave the social reality of working in large agencies, refers to the interdisciplinary approach to get the composition of the theoretical framework that considers the contributions of the communication studies, organizational culture and sustainability; as the historical sociology, anthropology, psychology of work and anthropological management. Thus, there is the complex paradigm shown in this scientific study. To fulfill the objective of research, it is through the identification and analysis of cultural nuances and organizational practices and professionals in advertising agencies, from exploratory social survey conducted in São Paulo between May 2012 and May 2014, with visits to six major agencies, to the Advertisers Union of São Paulo and has 36 participants from different profiles and positions. The plurality of sampling consists of two criteria: progressive inclusion and randomness. Participants contribute in-depth interviews unstructured and semi-structured questionnaire and fill in Likert scales, technical and selected instrument to achieve the objective of the research. From the correlation between inventory aspects of culture and work in large agencies, it is possible to perform analyzes that reveal how is the work ethos of the national advertising production. Many aspects analyzed diverge from the notion of organizational sustainability. In this context, the primary role of organizational communication is discussed: how to capture and to interpret dissonant aspects of sustainable principles, to enable managers making decisions directed to a cultural (re)weave that considers work as a sustainable value

Title: Comparison of effectiveness of advertising expenses during broadcasts of main hockey events Objectives: The main goal of this dissertation is to compare the amount of money invested into the commercial advertisement during sport broadcasts at the ČT sport channel with viewer ratings. The used metric is a coefficient computed as a ratio between the viewer rating of the particular broadcast and the corresponding advertisement cost, normalized using Cost per Thousand method. Another goal to find out how much TV viewers are able to associate a hockey event with the name of advertiser is by the questionnaire. The final goal is to evaluate the type of event which is the most convenient for the advertiser from the point of view of the advertising price, viewer ratings and memorizing the viewer. Methods: Analysis of the secondary data provided by Czech Television and internet portal Mediaguru. Emphasis on utilization of internal secondary data for the evaluation of the efficiency of advertising investments into the chosen hockey events. Four chosen hockey broadcasts are Winter Olympic Games 2014 in Soci 2014, World Championship 2015 in Czech republic, World Cup 2016 in Toronto and World Championship 2017 in Paris and Cologne. The effectiveness is evaluated by method Cost per Thousand which gives the...

O propósito da presente dissertação de mestrado é o de investigar o trabalho e a cultura em agências de publicidade brasileiras, a partir da perspectiva da sustentabilidade organizacional. Tal perspectiva preconiza que as empresas considerem seus colaboradores como um importante público, com o qual devem manter relações éticas, justas e transparentes. Por sua vez, as agências de publicidade, que são o corpus da presente pesquisa, apresentam vícios organizacionais e profissionais, que foram observados durante vivência de nove anos da pesquisadora como publicitária do mercado brasileiro. Os principais questionamentos advindos dessa prévia observação participante, giram em torno dos fatores que originam, influenciam, mantém ou legitimam tais vícios. Mais especificamente, enfoca-se as grandes agências de publicidade, pois, tidas como \"cristais\" do mercado publicitário - em faturamento, clientes, prêmios etc. - infere-se que sirvam de exemplo às demais agências - pequenas e médias -, bem como a empresas de outros setores da indústria da publicidade brasileira, como produtoras e fornecedores. Diante da variedade influências que tecem a realidade social do trabalho em grandes agências, recorre-se à abordagem interdisciplinar para composição do referencial teórico que considera os aportes do campo de estudos da comunicação, cultura e sustentabilidade organizacionais; como os da sociologia histórica, da antropologia, da psicologia do trabalho e da gestão antropológica. Dessa forma, faz-se presente o paradigma complexo nesta obra. Para cumprir o objetivo de pesquisa, recorre-se ao inventário e análise de nuances culturais e de práticas organizacionais e profissionais em agências de publicidade, a partir de pesquisa social exploratória, realizada na cidade de São Paulo entre maio de 2012 e maio de 2014, com visitas a seis grandes agências, ao Sindicato dos Publicitários de São Paulo e conta 36 participantes, de diferentes perfis e cargos. A pluralidade da amostragem é composta por dois critérios: inclusão progressiva e aleatoriedade. Os participantes contribuem em entrevistas em profundidade não estruturadas e semiestruturadas e no preenchimento de questionário em escalas Likert, técnica e instrumento selecionados para atingir o objetivo da pesquisa. A partir da correlação entre aspectos inventariados da cultura e do trabalho em grandes agências, é possível realizar análises que desvelam como se dá o trabalho no ethos da produção publicitária nacional. Muitos aspectos analisados divergem da noção da sustentabilidade organizacional. Neste contexto, o papel primordial da comunicação organizacional é debatido: o de captar e interpretar aspectos dissonantes dos preceitos sustentáveis, para possibilitar aos gestores tomadas de decisões direcionadas a um (re)tecer cultural que considere o trabalho como um valor sustentável. / The purpose of this master thesis is to investigate the work and culture in Brazilian advertising agencies, from the perspective of organizational sustainability. This perspective recommends that companies consider their employees as an important public with which they must maintain ethical, fair and transparent relations. Besides, advertising agencies, which are the corpus of this research, present organizational and labor vices, which were observed during nine years of experience as a researcher in the Brazilian advertising market. The main questions arising from this previous participant observation revolve around the factors that lead, influence, maintain or legitimize such vices. More specifically, it focuses on is the big advertising agencies known as \"crystals\" of the advertising market - in sales, customers, awards etc. - It appears that they serve as an example to other agencies - small and medium - as well as companies in other sectors of the Brazilian advertising industry, as producers and suppliers. Regardless of the variety influences that weave the social reality of working in large agencies, refers to the interdisciplinary approach to get the composition of the theoretical framework that considers the contributions of the communication studies, organizational culture and sustainability; as the historical sociology, anthropology, psychology of work and anthropological management. Thus, there is the complex paradigm shown in this scientific study. To fulfill the objective of research, it is through the identification and analysis of cultural nuances and organizational practices and professionals in advertising agencies, from exploratory social survey conducted in São Paulo between May 2012 and May 2014, with visits to six major agencies, to the Advertisers Union of São Paulo and has 36 participants from different profiles and positions. The plurality of sampling consists of two criteria: progressive inclusion and randomness. Participants contribute in-depth interviews unstructured and semi-structured questionnaire and fill in Likert scales, technical and selected instrument to achieve the objective of the research. From the correlation between inventory aspects of culture and work in large agencies, it is possible to perform analyzes that reveal how is the work ethos of the national advertising production. Many aspects analyzed diverge from the notion of organizational sustainability. In this context, the primary role of organizational communication is discussed: how to capture and to interpret dissonant aspects of sustainable principles, to enable managers making decisions directed to a cultural (re)weave that considers work as a sustainable value

The problem with which this study is concerned is that of determining what differences, if any, existed between two newspapers with different circulation characteristics and whether the two papers were in competition. The thrice-weekly News-Advertiser and the five-day daily Leader were measured by a content analysis over eight weeks and by a readership and advertiser survey. This study concludes that the two newspapers are in competition in six of eleven designated categories of the content analysis, using Spearman rho and t-tests. However, the two newspapers seemed to be aiming at different markets in Lewisville, because one paper subscribes to a news service and prints thousands of inches of wire news and the other paper is all local news.

Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages / D. Phil. (Language, Linguistics and Literature)

發行量，對台灣的平面媒體而言一向是採保密態度，不做對外公開。然而對廣告主而言，將廣告預算投入有效媒體中，才能真正發揮行銷功能。對廣告代理商而言，善用有效媒體，才能替廣告主策劃最有效果的媒體購買計畫。因此，公平、公正、公開的「發行量稽核」，對廣告主、廣告代理商、媒體都是正面而有意義的。 　　本研究針對目前台灣成立ABC組織之推動與執行情況，與日本ABC組織之執行與推動情況作深入了解，並且彙整台灣與日本的實務界與學術界的觀點，探討： 　　1. 台灣ABC執行之爭議點 　　2. 日本ABC執行之經驗 　　3. 台灣ABC未來之發展 　　在研究方法上，先進行文獻探討、資料分析、與深度訪談，並深入分析日本與台灣兩地在推動上之差異性與共通性，以便為上述三點找出答案。 　　本研究中發現，台灣ABC組織目前仍存在之爭議點，在於媒體基於業務考量不願意公佈發行量，以及廣告主對於ABC組織不太重視與對ABC組織的信賴度問題。除非具有公信力，實質運作上客觀公正，有能力提供具體有效的稽核方法讓廣告主、廣告公司信服。因此，若交由廣告主來推動，讓廣告主決定將廣告刊登在有效且經過ABC組織稽核過的媒體上，相信對台灣ABC組織在執行與推動上必然會有所進展。 　　未來在台灣ABC組織或執行上無論廣告主、廣告代理商、媒體等都應該建立共識。廣告主必須透過廣告代理商向媒體施壓積極宣導發行量稽核的概念，為廣告發行的良性發展，ABC的存在與推動是絕對必要的。為達此共識，廣告主應適度施壓給媒體與廣告代理商，並邀請具有規模的報業集團加入稽核，因此廣告主協會(Advertisers Association, AA)應扮演更積極的角色。 日文摘要 / The circulation figures of printed media always have been treated as confidential information by almost all publishers in Taiwan; they are seldom open to the public. However, to an advertiser, satisfactory marketing results can be obtained only through efficiently investing his advertising agency must prepare beforehand thoughtful media plan, or an effective media strategy. 　　This research explores the present Audit Bureau of Circulations (i.e. ABC) in Taiwan and also its counterpart in Japan, in terms of their positions, organizations, and activities; it also searches for the views of practitioners and academic in both Taiwan and Japan, so as to help understand: 　　1. Disputes about ABC activities in Taiwan 　　2. ABC activities in Japan 　　3. Future developments of ABC in Taiwan 　　As regards the research approach, this study first examined all related literature in this field, made data analysis, conducted in-depth interviews, and finally analyzed the differences and similarities of ABC activities in both Taiwan and Japan, in order to find answers to the above-stated three points. 　　Finally, the findings of this research turns out to be that: (1) publishers of Taiwan printed media, considering circulation figures as their business secret, usually are extremely reluctant to disclose such kind of data; (2) Taiwan advertisers neither value nor believe the reliability of ABC activities; and (3) unless ABC in Taiwan provides completely objective circulations report based on reliable auditing, both advertisers and advertising agencies cannot be easily won over. In fact, only when both advertisers and advertising agencies could recognize ABC functions, and also place advertisements in ABC-audited publications, then ABC would be enabled to play a real auditor’s role. 　　In the future, advertisers, advertising agencies, and media in Taiwan must build up a consensus on the organization and activities of ABC. In other words, advertisers should ask advertising agencies to select only audited publications, request leading publishers to support ABC and its auditing, and meanwhile demand all printed media to present their circulation figures to ABC. In other words, the Advertisers Association in Taiwan is obliged to play a more active role in this meaningful endeavor.

Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages

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本論文旨在經由新聞組織常規與記者專業性兩個面向，來探討置入性行銷對電視新聞的影響。其研究問題有四：（一）了解電視新聞置入性行銷的樣貌；（二）探討置入性行銷對電視新聞常規的影響；（三）探討置入性行銷對記者專業性的影響；（四）探索廣告主導向新聞的內涵為何？ 本研究以質性深度訪談三十位電視新聞工作者，有以下幾項發現：（一）電視新聞的置入性行銷應重新予以定義，其內涵應包括直接付費的專案新聞，及不直接付費的業配新聞，它們都是以服務廣告主為目的而產製的新聞。（二）自2003年起政府將置入性行銷納入公開招標項目中後，已使電視新聞組織內逐漸建制了一種產製置入性新聞的常規，它與生產一般新聞的常規有所不同，宛如一個新聞工廠卻開闢了兩條生產線，用不同的邏輯來生產不同的新聞產品。研究顯示，這種常規使組織內得以藉此分享如何產製置入性新聞的知識。同時，也使得原來在組織中不被認可的價值，藉此取得合理與合法的地位。（三）置入性行銷雖然對記者的專業性認知影響至鉅，但也並非全然悲觀。在產製置入性新聞的過程，記者會呈現出四種不同的自主模式，以協商的方式從廣告主手中爭取更多自主空間；然而，研究也發現，在公共服務的認知上，記者往往會採取自我審查的方式，淡化有爭議的訊息，或用「新聞點」的角度來合理化自己的採訪。（四）本研究進一步提出置入性新聞是一種「廣告主導向」新聞。在台灣的電視新聞界目前正同時生產三種不同價值、不同目的、不同導向的新聞，它們分別是：公共利益導向、市場導向、及廣告主導向。 儘管如此，本研究仍然主張：置入性行銷使得媒體監督的對象可以出錢來影響新聞，而新聞所傳達的資訊摻雜了包裝精良的「廣告」，最終新聞作為一種「信任貨幣」的價值盡失，媒體守望監督的功能也跛了腳，其後果不單是對新聞界的衝擊，對社會整體的負面效果更是全面的。 / Product placement has been used in TV news production since 2000 in Taiwan. It raises an ethical discussion about whether journalism serves public or business interests. This study examines the use of product placement in TV journalism and its impact on TV news routine and professionalism. By using qualitative and quantative methods, this study found the traditional definition of product placement which is used in the marketing field is not suitable for Taiwan’s news placement. The definition of news placement should include “project news placement” and “service news placement”. When the advertisers pay directly for news placement, this is called “project news placement”; on the other hand, when the advertisers pay indirectly and possibly with a promise of future rewards or benefits for the TV news organization, this is called “service news placement”. This study found the production of this kind of paid news has become routinized . It seems like there are two assembly lines in a news factory: one for producing regular news and the other for producing paid news. Through this routinized process, journalists learn how to deal with this kind of news; in other words, the routine provide the mechanism to share the knowledge of producing paid news and also makes this kind of news legitimate in the news organization. The results of this study also show the impact of product placement on the journalists’ perception of their professionalism. Although most TV journalists admit their autonomy has been limited due to control from advertisers who pay for the news, they still perceive they can have different autonomy models: negotiation, domination, accommodation, and carelessness. However, the perception of serving the public for journalists is quite limited. This study found that journalists focused on newsworthiness instead of public service when they were doing news placement, and journalists employ self-censorship when they are doing this paid news. Many respondents admitted they did not criticize the advertisers who pay money for reporting. This kind of news is not serving the public but just serving business. This study suggests it should be called “advertiser oriented news”. In Taiwan, the TV news factory does produces three different kinds of news, which include public oriented, market driven, and advertiser oriented. However advertiser oriented news can be seen daily, this study concluded that unless journalists are able to report independently the audience cannot expect the news to fulfill public service. Any media organization that accepts news placement will gain profit but lose credibility in return.

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No. of bitstreams: 1 MPCC - AMADEU NOGUEIRA DE PAULA PÓS-BANCA.pdf: 2959871 bytes, checksum: db8244204552cd74638fc99974651f32 (MD5) Previous issue date: 2018-03-21 / This study presents an analysis of the general elements in the subtle or non-subtle testemonials represented by individuals hired by advertisers for the promotion of their brands in the mass media, specifically television. The historical definition of product placement had, at first, the clarification that the advertising message should be carried out subtly, incorporating itself in the content so that consumers did not perceive it; because if this perception happened, the tendency would be to reject the advertisement. This argument remained for some time, however a significant variable emerged in the context of women’s television programs, in which the brand presenter dialogues in a non-subtle way, endorsing the consumer experience, strengthening the narrative with lived stories of sucessful experiences. It is the materialization of the product in people’s lives, through entertainment and information, which is a reference for the viewers present in the audience of the program. The main objective of this research was to analyze the use of brands’ testemonials advertisement as a communication tool in women’s programs of open television presented in a non-subtle way by brand communicators, called merchandetes. Thus, the research focused on the analysis of the product placement – better known in Brazil as merchandising – in the television program Mulheres, from TV Gazeta, in São Paulo, setting up a case study in a women’s program broadcast in the afternoon. In addition, it was interviewed managers advertisers of frequent testemonials announcements, merchandetes of others women’s programs and a commnunication manager in social network. The investigation showed the importance and commercial strength of merchandising not only as part of the content of women’s programs, but also in relation to the others formats of advertising. The study emphasizes the importance of the endorsement carried out, either by the merchandete or the program’s TV host, as a fundamental tool to generate the immediate sales of the announced products in real time. The originality of this study consists in the understanding of the permanence in the context of the testimonial merchandising as an effective advertising format in Brazilian television from its origin, where the placement of products was made exclusively through the so-called “brand’s speakers”, who existed because of the transmissions performed exclusively live. The interviews revealed that all the participants in the commercial and artistic structure of the broadcaster that generates the women’s program seek to monetize the arguments and quality of the messages in order to effectively achieve the goals of their advertisers when the ads are broadcasted. This study also demonstrates technically, through audience data, investments and number of insertions, the intense presence of the testemonials advertisers broadcasting in the daytime, where are the greater participation of the investments and concentration of viewers conformed by the audience surveys predominate. / Este estudo apresenta uma análise dos elementos gerais dos testemunhais sutis ou não sutis representados por indivíduos contratados por anunciantes para a divulgação de suas marcas na mídia de massa, especificamente a televisiva. A definição histórica do product placement teve, no início, o esclarecimento de que a mensagem publicitária devia ser realizada de maneira sutil, incorporando-se ao conteúdo para que os consumidores não a percebessem; pois, caso isso ocorresse, a tendência seria de rejeição do anúncio. Permaneceu por algum tempo esse raciocínio, no entanto, surgiu uma variável significativa no contexto dos programas femininos de televisão, na qual o apresentador de marcas dialoga de forma não sutil, endossando a respeito da experiência de consumo, fortalecendo a narrativa com histórias vividas de experiências de sucesso. É a materialização do produto na vida das pessoas, através do entretenimento e da informação, que é referência para os telespectadores presentes na audiência do programa. O objetivo central desta pesquisa consistiu em analisar a utilização das marcas de anúncios testemunhais como ferramenta de comunicação em programas femininos da televisão aberta, apresentados de forma não sutil por comunicadores das marcas, chamados de merchandetes. Desse modo, a investigação centrou-se na análise do product placement – mais conhecido no Brasil como merchandising – no programa Mulheres, da TV Gazeta, de São Paulo, configurando um estudo de caso em um programa feminino transmitido no horário da tarde. Adicionalmente foram entrevistados gestores de anunciantes frequentes dos anúncios testemunhais, merchandetes de outros programasfemininos e uma gestora de comunicação em redes sociais. A investigação permitiu constatar a importância e a força comercial do merchandising não só como parte do conteúdo dos programas femininos, mas também em relação a outros formatos de veiculação. O estudo ressalta a importância do endosso realizado, seja pela merchandete ou pela âncora do programa, como ferramenta fundamental para gerar as vendas imediatas dos produtos anunciados em tempo real. A originalidade deste estudo consiste no entendimento da permanência do contexto do merchandising testemunhal como formato de anúncio eficiente na televisão brasileira desde a sua origem, onde a colocação de produtos era feita exclusivamente através das chamadas “garotas-propaganda”, que existiram em razão das transmissões serem realizadas exclusivamente ao vivo. As entrevistas revelaram que todos os participantes da estrutura comercial e artística da emissora geradora do programa feminino buscam rentabilizar argumentos e qualidade das mensagens para efetivamente alcançar objetivos de seus anunciantes no momento de transmissão dos anúncios. Este estudo evidencia ainda tecnicamente, através de dados de audiência, de investimentos e quantidade de inserções, a intensa presença dos anunciantes de testemunhais veiculando no horário diurno, onde predominam a maior participação dos investimentos e concentração de telespectadoras constatadas nas pesquisas de audiência.