O product placement e suas variações em narrativas de ficção

Abstract

Presently, most traditional media go unnoticed by the consumer audience. Consequently, brands must seek effective means to reach their audience, given the evolving habits of consumers and the changing content consumption landscape facilitated by technological advancements and social media. In this context, the film industry has emerged as a prominent avenue for some companies. Within a movie, numerous messages can be conveyed seamlessly to the audience. With the rise of audiovisual content, cinema has transformed from a popular form of entertainment into a cultural industry. It has become a platform for marketing communication and advertising, specifically designed to harness the unique advertising possibilities that cinema offers. The communicational marketing strategy known as Placement, conceptualized by Santa Helena and Pinheiro (2012), embodies the insertion of brands, products, services, or ideas organically within fictional audiovisual narratives. Product Placement is one such technique developed for use in audiovisual works, and it was through this tool that Ray-Ban's promotional campaigns for the films "Top Gun" (1986) and "Top Gun: Maverick" (2022) were executed. These campaigns had a significant impact on the market, resonating with the target audience of both the films and the advertised sunglasses, resulting in high sales conversion for Ray-Ban. Therefore, this thesis aims to delve into the strategic use of Placement in fictional narratives, analyzing the relevance and key changes in this strategy employed by Ray-Ban during the films. The study explores Placement strategies in audiovisual narratives, focusing not only on the exposure of brands, products, or services but also on the values, ideologies, and lifestyles reflected in society. Contributing to a broader understanding of consumption dynamics in audiovisual narratives, this research provides valuable results, emphasizing the crucial significance of cinematic culture in people's life experiences.