Banca de QUALIFICAÇÃO: JOSÉ LUIZ DE FRANÇA NETO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : JOSÉ LUIZ DE FRANÇA NETO
DATE: 22/06/2021
TIME: 09:00
LOCAL: Banca Remota
TITLE:

LAUGH TO PERSUADE: The use of memes in the construction of Netflix Brasil's advertising discourse

KEY WORDS:

Hybrid advertising; Advertising mimicry; Memes; Netflix; Discourse analysis

PAGES: 63
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

The digital memes have become more and more present in people's lives.
 And it’s not different in publicity, which makes relevant to observe its utilization as a persuasive tool.The recent search intends to analyze the companies publicity speech ,through publicity communication and hybridization processes, exploring constructive aspects and the sense production behind the memes.
There are four elements that constitute the hybrid publicity model: persuasion capacity, entertaining slant, interaction level and sharing incentive (COVALESKI, 2010), this way, we will talk about humor (BERGSON, 2018), persuasive tool and characteristic component of memes, besides the other aspects of this digital genre.The research is based in a study case, having as corpus three advertisements from the YouTube channel from Netflix Brazil, that use memes that are inside the digital environment.To carry out the analysis of the selected pieces we use a dialogical perspective, primarily, intertextuality, a very common tool in the creation of advertising products.It is observed that memes present themselves as important and new elements in the creation of advertising discourse, because in addition to persuading, they entertain.From the results we can preliminarily conclude that we are experiencing a new process of advertising mimicry, which seeks to hold the attention of an increasingly dispersed audience.

BANKING MEMBERS:
Presidente - 1224876 - LUCIANA MIRANDA COSTA
Interna - 008.716.335-74 - FERNANDA ARIANE SILVA CARRERA - UFRJ
Interno - 3943432 - JOSENILDO SOARES BEZERRA
Externa ao Programa - 1691934 - TACIANA DE LIMA BURGOS