Science in advertising narratives: strategies in freeto-air TV/Ciencia em narrativas publicitarias: estrategias na TV aberta

In this paper, we present nine strategies of science usage in TV advertisement. Understanding advertising as a narrative articulated to our daily lives, therefore, a mediation of communication processes and a constructor of patterns, we develop the research following the proposal of Motta (2013) for...

Full description

Saved in:
Bibliographic Details
Published in:Comunicação, Mídia e Consumo Mídia e Consumo, 2018-01, Vol.15 (42), p.156
Main Authors: Malcher, Maria Ataide, Raiol, Weverton
Format: Article
Language:Spanish
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:In this paper, we present nine strategies of science usage in TV advertisement. Understanding advertising as a narrative articulated to our daily lives, therefore, a mediation of communication processes and a constructor of patterns, we develop the research following the proposal of Motta (2013) for the communicational analysis of the narratives. Based on seven analytical movements, we identified the following strategies: (i) the scientific components; (ii) the scientific environments; (iii) the invitation to experimentation; (iv) the relation with innovation; (v) fiction and reality; (vi) the scientific animations and illustrations; (vii) the specialist and scientist characters; (viii) the celebrity characters; (ix) and the non-specialist characters
ISSN:1806-4981
DOI:10.18568/CMC.V15I42.1543