Editora antofágica : a contação de histórias como uma estratégia publicitária para a venda de livros clássicos no Brasil

Abstract

This dissertation aimed to verify storytelling as an advertising strategy for Editora Antofágica – which has a catalog composed exclusively of classic books that are in the public domain. We analyzed three published classic books (“Úrsula”, “Memórias Póstumas de Brás Cubas” and “The Wizard of Oz”) and the publisher’s Instagram communication regarding these releases. This research is bibliographic, documentary, a Case Study and, in the analysis, we apply Discourse Analysis. As for the results, we consider that Editora Antofágica, by using storytelling as an advertising strategy, presents a difference compared to other publishers in the Brazilian publishing market. The strategy is a positive point that increases connection with the public, facilitates access to classic books and enriches the shopping experience.