INTERACTIVE-ADVERTISING-SPORT AND CHILDHOOD IN THE CONTEXT OF THE 2014 FIFA WORD CUP
DOI:
https://doi.org/10.22456/1982-8918.64984Keywords:
Advertising. Sports. Children.Abstract
This study aims to understand some relations between advertising, sports and childhood by bringing together some theoretical and conceptual elements that are fundamental to the debate in a dialogue with Sadia’s advertising campaign “#Joga pra Mim”, broadcast during the World Cup Football – FIFA 2014. We looked into interactive-advertising-sport as a new media language that explores the sports content in the preparation of transmedia narratives. Children are highlighted because of the consumption potential they generate and because they contribute to the emotional appeal. Important aspects for media education are raised to build reflections that help to interpret contemporary sports culture on the various digital platforms and their business interests.
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