Conceptualizations and language of brand content in the context of reconfiguration of marketing communication

Authors

  • Fernanda Ferreira de Abreu Universidade Federal Fluminense (UFF).
  • Daniele de Castro Alves Universidade do Estado do Rio de Janeiro (UERJ)

DOI:

https://doi.org/10.4013/fem.2019.211.11

Abstract

In contemporary times, marketing communication is reconfigured as it becomes increasingly difficult to capture attention and engage the consumer. This work deals specifically with branded content, based on the objective of analyzing its concepts, considering the academic and marketing approaches at national and international levels. In view of the difficulties encountered in defining branded content, we also aim to propose a definition and identify the characteristics that configure the language of this relatively recent practice. The proposal is based on the master’s dissertation of one of the authors (Castro Alves, 2017) – in which the content analysis methodology is used –, complementing it in this article with case examples awarded at Lions Entertainment in Cannes Festival.

Keywords: Branded content. Entertainment. Marketing communication. Advertising.

Author Biographies

Fernanda Ferreira de Abreu, Universidade Federal Fluminense (UFF).

Professora Adjunta do Departamento de Comunicação Social (GCO) da Universidade Federal Fluminense (UFF). Doutora em Antropologia Social (UFRJ). Mestre em Ciência da Arte (UFF). Graduada em Comunicação Social – Publicidade e Propaganda (UFF). Integrante do Grupo de Pesquisa ReC: Retórica do Consumo (UFF/CNPq). 

Daniele de Castro Alves, Universidade do Estado do Rio de Janeiro (UERJ)

Doutoranda em Comunicação (UERJ). Mestre em Comunicação (UERJ). Graduada em Comunicação Social – Publicidade e Propaganda (UFRJ). Integrante do Grupo de Pesquisa ReC: Retórica do Consumo (UFF/CNPq).

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Published

2019-05-21

Issue

Vol. 21 No. 1 (2019): January/April

Section

Articles

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