Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-01-24T16:36:31Z No. of bitstreams: 1 RafaelAugustodeMatosSiqueiraDissertacaoParcial2017.pdf: 258281 bytes, checksum: acc375fb484aee65e566ea38d051c889 (MD5) / Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-01-24T16:36:42Z (GMT) No. of bitstreams: 1 RafaelAugustodeMatosSiqueiraDissertacaoParcial2017.pdf: 258281 bytes, checksum: acc375fb484aee65e566ea38d051c889 (MD5) / Made available in DSpace on 2018-01-24T16:36:42Z (GMT). No. of bitstreams: 1 RafaelAugustodeMatosSiqueiraDissertacaoParcial2017.pdf: 258281 bytes, checksum: acc375fb484aee65e566ea38d051c889 (MD5) Previous issue date: 2017-03-14 / This work is a study about how the appropriation of the Transmidia Narratives are incorporated in engagement strategies in Advertising Campaigns. By studding the Cases of the Advertising Campaigns from the companies Vivo and Correio Braziliense, we will evaluate how the narrative of this campaigns floated between the midias and how the strategies of the Tansmidia Campaigns can be associated to these practices, rising the engagement of their publics. In this perspective, we can identify clear categories of elements that built this kind of narratives, showing to the reader, not only these categories, but also the concept of the Transmidia Narrative, which embraces what Jenkins (2009) defines as a history that is told through the multiple platforms of the midia, whith each new context contributing in a distinct and valuble way to the set. / Este trabalho contempla um estudo sobre como as narrativas transmidi??ticas podem ser incorporadas a estrat??gias publicit??rias. Para tanto, por meio dos estudos de caso de campanhas publicit??rias das empresas Vivo e Correio Braziliense, examinou-se como as narrativas das campanhas flu??ram entre as m??dias, como configuraram estrat??gias de engajamento dos p??blicos, bem como seus poss??veis benef??cios para as estrat??gias de posicionamento das organiza????es estudadas. Nessa perspectiva, delinearam-se categorias anal??ticas que possibilitaram a investiga????o de aspectos relacionados ??s estruturas das narrativas, aos seus poss??veis efeitos junto aos p??blicos e aos potenciais benef??cios para as estrat??gias de comunica????o.