Beyond advertising: promotion strategies in the release of a TV programme

Abstract

This text amplifies the notion of advertising by approaching promotionality as a movement inherent to the televisual métier, expanding onto other platforms, promoting people, brands, products, events, etc. The goal is thus to analyse promotional strategies employed in the release of a telenovela. In an attempt to understand what is said and how it is said, that is, the discursive mechanisms employed to promote the programme, I draw on semiotics as a theoretical and methodological framework basing the examination of texts and their relations to context. The following results have been observed: engineering aimed at valuing the network; format diversity that fluctuates between reiteration and innovation; multiplatform discursive path in presenting the telenovela so as to consolidate the media product as a brand. The network utilises a kind of crosspromotion, resorting to the web in order to disseminate the TV programme in search of the effect of infinite possibilities, far from the plenitude of interactive TV.