Do gibi à publicidade

narrativas transmídia do Homem-Aranha

Authors

DOI:

https://doi.org/10.4013/fem.2025.271.13

Abstract

The main objective of this article is to analyze the advertising transmedia storytelling of Spider-Man. The methodology of this research is classified as documentary, with a qualitative approach and based on content analysis. The objects of study include a film, an audiovisual commercial, and a Spider-Man comic book. The results highlight that Spider-Man’s transmedia storytelling, through the three analyzed media, can be considered innovative, expansive, and allusive, interconnecting their narratives. The analysis emphasizes the importance of transmedia in advertising, showing how the expansion of Spider-Man’s narrative universe across different media contributes to a unique consumer experience.

Author Biographies

Bruno Cardoso Pinto, Univali

Graduado em Publicidade e Propaganda (Univali). Bolsista Pibic/CNPq.

Rafael José Bona, FURB - Universidade Regional de BlumenauUNIVALI - Universidade do Vale do Itajaí

Doutor em Comunicação e Linguagens (PPGCOM/UTP). Docente da Universidade Regional de Blumenau (FURB) e da Universidade do Vale do Itajaí (UNIVALI)

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Published

2025-11-05

Issue

Vol. 27 No. 1 (2025): Dossiê - Quadrinhos, Super-Heróis e Cultura Digital

Section

Dossiê Quadrinhos, Super-Heróis e Cultura Digital

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