Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-07-11T17:30:11Z No. of bitstreams: 1 DIS_ELISA_ROCHA_CELIA_COMPLETO.pdf: 1675032 bytes, checksum: 426faa034a169c1d3cf12f824ccca8d9 (MD5) / Made available in DSpace on 2017-07-11T17:30:11Z (GMT). No. of bitstreams: 1 DIS_ELISA_ROCHA_CELIA_COMPLETO.pdf: 1675032 bytes, checksum: 426faa034a169c1d3cf12f824ccca8d9 (MD5) Previous issue date: 2017-03-29 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / The objective of this study is to observe and understand the adequacy of the advertising film format in the midst of media convergence. We will study the change in modes of production, the adaptation of advertising to new technologies and to the new consumer, who ceases to be just a receiver and starts to play the role of content issuer and producer. Thus, it will be approached the growing creation of formats for exclusive use in social networks, even if allied to already traditional formats in the history of advertising. In this sense, the present work proposes to seek conceptualizations that make sense in the current research, such as audiovisual, storytelling, viral marketing, among others. This dissertation aimed to observe these changes in the presence of advertising in social networks, based on the case study of the campaign "Cada Momento Conta", from the Ita? bank. / O objetivo deste estudo ? observar e compreender a adequa??o do formato de filme publicit?rio em meio ? converg?ncia das m?dias. Estudaremos a mudan?a nos modos de produ??o, a adapta??o da publicidade ?s novas tecnologias e ao novo consumidor, que deixa de ser apenas um receptor e passa a assumir tamb?m o papel de emissor e produtor de conte?do. Sendo assim, ser? abordada a crescente cria??o de formatos para veicula??o exclusiva nas redes sociais, mesmo que aliadas ? formatos j? tradicionais na hist?ria da propaganda. Nesse sentido o presente trabalho prop?e buscar conceitualiza??es que fazem sentido na pesquisa em voga, como audiovisual, storytelling, marketing viral, entre outros. Essa disserta??o teve como objetivo, observar essas mudan?as da presen?a da publicidade nas redes sociais, a partir do estudo de caso da campanha ?Cada momento conta?, do banco Ita?.