ESMAD - DAI - Comunicações em eventos científicos

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A apropriação do cinema pela comunicação publicitária: técnica de sedução e memorização
Publication . Cortesão, Maria João
The aim of this article is to contribute to a better understanding of the importance of the appropriation of film references in advertising communication. We are interested in finding out the relevance of intertextuality in this context, considering possible scenarios: the increase of the emotional charge in the message of the brands and to cause various readings to the spectator. Thus, we will focus on the formats used to make television ads based on content analysis. The adopted methodology seems advantageous to us, since it allows an observation and reading of the intertextual filmic elements, when conjugated with advertising formats we find in television advertising spots. This way, we intend to reveal how the reader can occupy the memory of advertising film starting from the memory of fiction cinema, having as presupposition the kinematic poetics (construction of characters, creation of environments and options of plans, for example). We will underpin our research, based on a diverse bibliography (advertising, cinema and semiotics), since we consider that the theme covers topics of varied fields, within the scope of the image discourse.
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