Submitted by Laetitia May Juliette Sybille de Panafieu (laetitia.de-panafieu@hec.edu) on 2016-12-07T19:26:29Z
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MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285108 bytes, checksum: b7896af3f3008fc3ba58ff87838489cc (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason:
Dear Laetitia,
Sorry, but the page 4 needs to be corrected some things:
I didn’t realize the mais spaces between your name and the title.
On the Committee members, there is space between name and line of the second and third members, please, withdraw them, follow the example of the first member.
Att., on 2016-12-08T11:44:44Z (GMT) / Submitted by Laetitia May Juliette Sybille de Panafieu (laetitia.de-panafieu@hec.edu) on 2016-12-09T11:35:30Z
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MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2016-12-09T11:48:14Z (GMT) No. of bitstreams: 1
MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5) / Made available in DSpace on 2016-12-12T12:01:34Z (GMT). No. of bitstreams: 1
MPGI Thesis - Laetitia de Panafieu Finale Version.pdf: 2285136 bytes, checksum: 42249338648e0676cb8e372d45ad6364 (MD5)
Previous issue date: 2016-11-18 / This research analyzes 'telenovelas' in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian 'telenovelas' that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in 'telenovelas'. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and 'telenovelas' in particular. / Esta pesquisa analisa as telenovelas no Brasil, com o objetivo de definir em que medida esses programas populares representam uma fábrica de sonhos, literalmente como uma indústria que vende sonhos e metafóricamente em termos de rentabilidade. O ângulo deste estudo exploratório se concentrará na colocação de produtos em 'telenovelas' brasileiras, que é a promoção de um produto integrado na trama ou as próprias configurações. O objetivo desta tese é destacar as melhores práticas em termos de merchandising, analisando as reações - na teoria e na prática - da audiência quando confrontada com colocações de produtos em telenovelas. Uma soma de livros e artigos já publicados sobre o assunto dentro de uma revisão de literatura clássica nos permitirá ter um ponto de vista teórico sobre o assunto. A coleta de dados primários qualitativos através da realização de várias entrevistas nos levará a confrontar essas teorias para praticar e identificar as principais tendências que permitem que as marcas sejam tão eficientes quanto possível na promoção de um produto através de programas televisivos em geral e, especialmente, de telenovelas.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/17566 |
| Date | 18 November 2016 |
| Creators | Panafieu, Laetitia May Juliette Sybille de |
| Contributors | Rosenthal, Benjamin, Rossi, George Bedinelli, Escolas::EAESP, Pacheco, Julia Alice Sophia von Maltzan |
| Source Sets | IBICT Brazilian ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | info:eu-repo/semantics/openAccess |
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