Documentários de marca: ferramenta de publicidade ou ativismo genuíno?

Autores

DOI:

https://doi.org/10.11606/issn.1984-5057.v18e244073

Palavras-chave:

ativismo de marca, entretenimento de marca, documentários de marca, sustentabilidade, activertising

Resumo

O artigo analisa a ambiguidade dos documentários de marca, que combinam pretensão documental e posicionamento mercadológico. Investiga-se em que medida esse formato pode ser entendido como ativismo genuíno, e não apenas publicidade. O estudo de caso é Shitthropocene (Patagonia, 2024). Os objetivos são identificar os eixos discursivos sobre consumo e sustentabilidade e avaliar o produto como ativismo, publicidade ou forma híbrida. A pesquisa adota abordagem qualitativa, interpretativista e crítica. Utiliza análise temática e Estudos Críticos do Discurso multimodais. São examinados a narração, o humor, os recursos visuais e a autorrepresentação da marca. Os resultados identificam cinco temas centrais: sobreconsumo, agência do consumidor, antidescartabilidade, paradoxo marca/capitalismo ético e responsabilidade corporativa. Esses temas organizam-se em diferentes camadas narrativas. Conclui-se que o documentário articula crítica social e persuasão de marca, caracterizando-se como activertising.

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Biografia do Autor

  • Sara Rego, University of Minho

    Doutora em Ciências da Comunicação, com especialização em Sustentabilidade, pela Universidade do Minho, onde é investigadora no Centro de Estudos da Comunicação e Sociedade (CECS). Fundadora e apresentadora do podcast We Need to Act e diretora-geral da Be True, uma agência dedicada à comunicação em sustentabilidade.

  • Alexandra Leandro, Polytechnic Institute of Coimbra

    Desde 2002, é membro do corpo docente da Escola Politécnica de Coimbra (Escola Superior) como professor e investigador de Ciências da Comunicação. Leciona unidades curriculares de Marketing, Publicidade e Relações Públicas. 

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Publicado

2026-02-27

Edição

v. 18 (2026)

Seção

Artigos

Licença

Direitos autorais (c) 2026 Sara Rego, Alexandra Leandro

Creative Commons License

Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Licença Creative Commons CC BY-NC-SA.

Licença Creative Commons

Como Citar

REGO, Sara; LEANDRO, Alexandra. Documentários de marca: ferramenta de publicidade ou ativismo genuíno?. Signos do Consumo, [S. l.], v. 18, p. e244073, 2026. DOI: 10.11606/issn.1984-5057.v18e244073. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/244073. Acesso em: 29 out. 2026.