A evolução dos conceitos de product placement nas produções audiovisuais
DOI:
https://doi.org/10.13037/ci.vol20n42.5370Palavras-chave:
, publicidade, consumo, product placement, cinema, posicionamento de marca.Resumo
Nas últimas décadas, mudanças no panorama da mídia provocaram revisões de como os consumidores usam a mídia e interagem com as marcas. Consequentemente, os objetivos de comunicação da publicidade e do marketing evoluíram e surgiram novas estratégias para se adaptar a ambientes alterados. Acredita-se que novos tipos de mídia, como mundos virtuais on-line, blogs, sites de redes sociais e Youtube, ainda precisam ser encapsulados dentro do domínio de definição de Product Placement existente. Este artigo revisa e critica as definições postuladas de Product Placement com o objetivo de dar clareza a este domínio.
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