The audiovisual advertising in the context of digital media: a look at the practice of the advertainment
Keywords:
Advertising. Digital media. Advertainment. YouTube.Abstract
The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.Downloads
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Copyright (c) 2013 André Bomfim dos Santos, Regina Lucia Gomes S Silva
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