Ciência em narrativas publicitárias: estratégias na TV aberta

Q4 Social Sciences

Comunicacao Midia e Consumo Pub Date : 2018-04-26 DOI:10.18568/CMC.V15I42.1543

Maria Ataide Malcher, Weverton Raiol

引用次数: 0

Abstract

In this paper, we present nine strategies of science usage in TV advertisement. Understanding advertising as a narrative articulated to our daily lives, therefore, a mediation of communication processes and a constructor of patterns, we develop the research following the proposal of Motta (2013) for the communicational analysis of the narratives. Based on seven analytical movements, we identified the following strategies: (i) the scientific components; (ii) the scientific environments; (iii) the invitation to experimentation; (iv) the relation with innovation; (v) fiction and reality; (vi) the scientific animations and illustrations; (vii) the specialist and scientist characters; (viii) the celebrity characters; (ix) and the non-specialist characters

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广告叙事中的科学:开放电视策略

本文提出了电视广告科学运用的九种策略。因此，我们将广告理解为一种与我们的日常生活相关联的叙事，一种沟通过程的中介和模式的构建者，我们根据Motta(2013)的建议开展了对叙事的沟通分析的研究。基于七个分析运动，我们确定了以下策略:(i)科学成分;(ii)科学环境;(三)实验邀请;(四)与创新的关系;(五)虚构与现实;(六)科学动画、插图;(七)专家和科学家的特征;(八)名人人物;(ix)和非专业人物

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Comunicacao Midia e Consumo Social Sciences-Communication

CiteScore

0.20

自引率

0.00%

发文量

审稿时长

30 weeks

期刊介绍： The journal Comunicação, Mídia e Consumo – Communication, Media and Consumption – is published in printed and digital versions by the Programa de Pós-Graduação em Comunicação e Práticas de Consumo da ESPM-SP – Postgraduate Programme in Communication and Consumption Practices of ESPM-SP – Escola Superior de Propaganda e Marketing – Superior School of Propaganda and Marketing and it is evaluated as Qualis A2; its editorial line is to approach relevant topics of the field of Communication, understood here as a complex socio-cultural process and practice. The articles must be well-founded and mobilise different authors of a given theoretical tendency so that they develop a critical reflection about the approached thematic topics. In the case of empirical articles, besides the contextualisation and the descriptive stage of the material, we privilege articles which present a theoretico-interpretative of the aspects that are observed in the corpus.