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Previous issue date: 2017-07-28 / The dissertation is about Branded Entertainment in the television of Brazil from an
advertising campaign of Combat to Cancer of Mama launched in 2015. The case was
exhibited outside the commercial brake and within the program Fant?stico of the open
channel of the Globo Network, in the year in which the ?Fashion Target? campaign would
celebrate twenty years in the country. The commercial brake and the advertising that runs
between entertainments were investigated by the research. The theoretical framework that
bases the research starts on leisure and social with Dumazedier (1973) and entertainment with
Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) and Hackley (2015).
Machado (2009), Marcondes (2002) and Kotler (2010) support advertising and Wolf (2015)
television in the digital age. Reis e Silva (2009) offers an initial methodological model for
analysis of the entertainment product and the case of Branded Entertainment. The objective
aspects regarding the production, distribution and exhibition of entertainment and subjective
ones with the content of this product are observed in the analysis, that proposes to understand
also the roles of the partners in this process. Television channels, digital influencers and
producers of audiovisual entertainment content could also act in Branded Entertainment
establishing another kind of commercial relations that still in evolution process. / Esta disserta??o tem como tema de pesquisa o Branded Entertainment na televis?o
aberta do Brasil, a partir da campanha publicit?ria de Combate ao C?ncer de Mama que
aconteceu em 2015. O caso foi exibido fora do intervalo comercial e dentro do programa
Fant?stico do canal aberto da Rede Globo, no ano em que a campanha do ?Alvo da Moda?
comemoraria vinte anos de atua??o no pa?s. O intervalo comercial e a publicidade que atua
fora dele s?o investigados pela pesquisa. O referencial te?rico que fundamenta a pesquisa
parte do lazer em Dumazedier (1973) e do entretenimento com Cobra (2008), Dyer (2005),
Parreno (2010), Mackee et al (2014) e Hackley (2015). Machado (2009), Marcondes (2002) e
Kotler (2010) sustentam a publicidade e Wolf (2015) a televis?o na era digital. Reis e Silva
(2009) oferece um modelo metodol?gico inicial para an?lise do produto de entretenimento e
do caso de Branded Entertainment. Aspectos objetivos referentes ? produ??o, distribui??o e
exibi??o do entretenimento e subjetivos com rela??o ao conte?do deste produto s?o
observados na an?lise, que prop?e entender tamb?m os pap?is dos colaboradores neste
processo. Canais de televis?o, influenciadores e produtores de conte?do de entretenimento
audiovisual atuam no Branded Entertainment formando rela??es que fogem do convencional.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7650 |
| Date | 28 July 2017 |
| Creators | Viero, Marcel |
| Contributors | Tietzmann, Roberto |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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