New advertising emitters: fictional profiles in Antarctica beer’s branded content
DOI:
https://doi.org/10.11606/issn.1984-5057.v10i2p27-37Keywords:
Fictional profiles, Branded content, Advertising, Semiotics, Antarctica beerAbstract
In this work, we analyze the interactions established in the fictional profile page Marcelão da BOA, a character from the set of web series “Coisa boa gera coisa boa”, promoted by the Antarctica beer brand as an integral part of its current branded content action. To do so, we recover concepts related to the relationship between cyber advertising and prosumers, as well as review some perspectives on branded content. Thus, we seek to investigate the discursive exchanges between brand and consumers under the prism of the interaction regimes given by the theoretical tool of socio-semiotics.Downloads
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Published
2018-07-12
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ARTICLES
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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
How to Cite
New advertising emitters: fictional profiles in Antarctica beer’s branded content. Signos do Consumo, [S. l.], v. 10, n. 2, p. 27–37, 2018. DOI: 10.11606/issn.1984-5057.v10i2p27-37. Disponível em: https://revistas.usp.br/signosdoconsumo/article/view/146017.. Acesso em: 30 jun. 2024.