Análise da aplicação estratégica de Product Placement como ferramenta de comunicação em ficções seriadas

Abstract

This research project aims to investigate the use of Product Placement as a communication tool in serial fiction, inferring how brands use this strategy and its impact on consumers. The goal is to explore and better understand how brands present themselves through these audiovisual productions and what relationship they aim to establish with them, analyzing the use of Product Placement in different current productions. Therefore, the work is a contribution to clarify the central problematization of the project, which is based on how brands present themselves to the public through the use of Product Placement as a communication strategy applied in series, what relationship they intend to establish through this appearance and how this can influence consumers' perception of them. To this end, different research and data collection methods are used to obtain and validate the information obtained, including a content analysis to explore the data acquired in the research, a study and identification of situations/moments/frames in which brands appear for analysis and classification, and a bibliographic review that will bring theoretical contributions to the work. The research will include studies on the persuasion strategies used by brands, the anthropology of visuality used to win over an audience and the interaction between the viewer and the image, as well as analyses of the behavior of contemporary society, its consumption habits and motivations. These theories and concepts will provide a basis for the research work, in addition to data and studies on the subject.