A publicidade fora do intervalo comercial : Branded Entertainment no caso "O câncer de mama no alvo da moda - 20 anos"

Abstract

The dissertation is about Branded Entertainment in the television of Brazil from an advertising campaign of Combat to Cancer of Mama launched in 2015. The case was exhibited outside the commercial brake and within the program Fantástico of the open channel of the Globo Network, in the year in which the “Fashion Target” campaign would celebrate twenty years in the country. The commercial brake and the advertising that runs between entertainments were investigated by the research. The theoretical framework that bases the research starts on leisure and social with Dumazedier (1973) and entertainment with Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) and Hackley (2015). Machado (2009), Marcondes (2002) and Kotler (2010) support advertising and Wolf (2015) television in the digital age. Reis e Silva (2009) offers an initial methodological model for analysis of the entertainment product and the case of Branded Entertainment. The objective aspects regarding the production, distribution and exhibition of entertainment and subjective ones with the content of this product are observed in the analysis, that proposes to understand also the roles of the partners in this process. Television channels, digital influencers and producers of audiovisual entertainment content could also act in Branded Entertainment establishing another kind of commercial relations that still in evolution process.