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- Retórica clássica e storytelling na práxis publicitáriaPublication . Verissimo, JorgePartindo da constatação de que o storytelling adquiriu uma nova centralidade nas estra tégias publicitárias, cujo sucesso pode ser explicado pela crescente importância da comunica ção de marca em detrimento da publicidade unidirecional do produto (Baynast & Lendrevie, 2014; Baynast et al., 2018; Kotler & Keller, 2015; Rossiter et al., 2018); pelo efeito da evolução tecnológica que permitiu que os vídeos publicitários deixassem a exclusividade da televisão e passassem a estar disponíveis nos canais de vídeo da internet, como o YouTube (Cardoso et al., 2017; Laurence, 2018; Zamudio, 2016); e por vivermos numa sociedade hedónica que privilegia as emoções e as gratificações sensoriais e que, simultaneamente, elege o cidadão comum como protagonista (Escalada, 2016; Laurence, 2018; Rossiter et al. 2018), este texto pretende eviden ciar que a riqueza comunicacional do storytelling em publicidade tem na retórica clássica alguns dos vieses científicos em que assenta, nomeadamente: (a) na verossimilhança da história, que surge por estar sustentada numa narrativa do quotidiano, com conteúdos de “valor humano” e com o recurso a “pessoas” reais (Ballester & Sabiote, 2016; Escalada, 2016; Laurence, 2018; Panarese & Villegas, 2018); (b) na evidência do pathos, que advém, principalmente das emo ções que a história gera nas audiências (Ballester & Sabiote, 2016; Laurence, 2018; Panarese & Villegas, 2018; Salmon, 2016); (c) na relevância do ethos, que surge da confiabilidade do autor/ credibilidade da marca (Laurence, 2018; Panarese & Villegas, 2018).
- A metamorfose da mulher em “objecto” na publicidadePublication . Verissimo, JorgeContrariando a banalização do uso da expressão “corpo-objecto” que hoje em dia se verifica – são vários os autores que a empregam em qualquer representação do corpo da mulher destinada a promover produtos masculinos ou femininos –, este artigo visa demonstrar que este conceito apenas se deve aplicar aquando do recurso gratuito e primário a corpos femininos reveladores de determinados detalhes da sua feminilidade – poses sensuais ou mesmo eróticas, corpos seminus ou nus – e limitado à promoção de produtos masculinos. Nestas situações, a mulher acaba por ser ela própria um produto, um objecto, já que emerge nas mais diversas poses, funcionando como um elemento altamente persuasivo.
- The values of news: advertising and television newsPublication . Pereira, Francisco José Costa; Verissimo, JorgeThis study intends to understand how television news strategy becomes the major source of the channels incomes, through advertising. The study was divided in two parts: one where we intend to characterise the advertising and another to show the economic model supported in the advertising investment. The main results show us that there exists a clear logic of subordination of the prime-time television programs to the commercial strategies and in special to the news services. These news services have a commercial logic in the Portuguese television. They have a high length, between 60 to 90 minutes, and a high rating. Because of this high rating the news services have three advertising blocks associated to them. These three blocks have a high profit with a high percentage of the revenue in prime-time that contributes significantly to the economic model of the television broadcasters.
- The body in portuguese advertisingPublication . Verissimo, Jorge; Pereira, Francisco José CostaOur research was aimed at understanding the different types of bodies used in Portuguese ads, verifying in which way ads, by transmitting certain images of the human body, convey notions of youth, beauty and seduction, which are normally idealised as having an erotic charge, especially the female body, whose social and effective appeal are essentially of a symbolic nature. So, we studied the different body types; social marks; body expressions and postures; type of scenarios; arguments and appeals in the ads; and the social values inherent to them.
- Content and context in advertisingPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterThe content and context of advertising messages have always been a concern of researchers in trying to understand how they were contructed to identify tendencies on advertising and to recognize the processes that make them eficient. Each message conveys meanings contained in the information about products or services, and those values in which they are supported, which is aimed to be transmitted either in an informational or transformational way. Thus, we can state that advetising works as a narrative fiction whose contents are framed by characters and staging that have the final purpose of involving and seducing the consumer. These characters play a fundamental role in transforming the products into symbols and in serving as identification models for consumers. Understanding advertising contents helps us to understand the impact that messages might have.
- Advertising & culturePublication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterCulture, taken as a colletive phenomenon shared with the people we live or have lived with within the same social context, is the collective programming of the mind which distinguishes the members of one group or category from the people from another group (Hofstede, 1991, p.5). Thus, each culture develops its social linguistic processes according to the logic of its functioning in a way that will match those processes with each mental collective programme. Advertising uses this type of logic: in order to be understood and/or eficient it has to fit its messages to each mental programming of each culture.
- Advertising and New Information Communication Technologies (ICT)Publication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterNew Information and Communication Technologies (ICTs) are increasingly popular in marketing communications as more and more firms shift from mass marketing to one-to-one marketing. There are many exciting examples of these new technological applications. They include mobile marketing techniques such as SMS (short message service) and MMS (multimedia message service), as well as chatting, multiplayer games, bulletin boards, and raking sites. Interactive Digital TV (IDTV) offers another example of new ICT application in marketing communicatios: the telescopic advertisement, a 30-second TV ad with a call-to-action button which makes it possible to obtain additional information. Our understanding of these new ICT formats is still in its infancy, but empirical research is growing. We have selected five fine studies from this new field.
- Women in portuguese advertisingPublication . Verissimo, Jorge; Pereira, Francisco José CostaThe study aims at identifying if advertising in Portugal shows any kind of gender discrimination. Using Bem’s perspective (1974) we also studied the way in which male and female stereotypes are conveyed in order to understand the roles men and women undertake in advertising. As an initial hypothesis we look at the dominant ideology in advertising, in order to understand if this is still a male dominated society, or if another logic prevails. The study results from a research to advertising in Portuguese national media, open signal televisions, radio, written press, Internet and outdoors.
- New ways of online communication strategiesPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Correia, Maria do RosárioThe present study had as main purpose to identify the different typologies of Marketing and Communication strategies over the Internet and to research how digital forms of “standard” Advertising (as Banners and Buttons), Advergames and Streaming Advertising are directed to Portuguese children. We ran 124 websites 87 of which were marked as having more hits by Marktest‟ Ranking Netscope in January 2009 and the other 37 are of food products. All websites were accessed and recorded between January and June 2009. The analysis was made by two highly skilled in qualitative analysis independent analysts.
- O corpo na publicidade portuguesaPublication . Pereira, Francisco José Costa; Verissimo, JorgeA publicidade, face à sua natureza persuasiva, à omnipresença nos media e a associação às marcas que publicita, confere legitimidade às imagens corporais que reproduz, ao ponto dos seus conteúdos e representações se poderem tornar banais pela frequência da repetição, influenciando a receptor a adoptar determinados comportamentos que vê nas imagens (Gresy, 2002). Constatamos, então, um ciclo mais ou menos vicioso: um indivíduo que procura um corpo “ideal” que se depara perante uma imagem (publicitária) que lhe oferece esse corpo ideal e a busca ainda mais incessante desse modelo ideal que se manifesta, não apenas nos consumos dos produtos publicitados, muitos deles em nada relacionados com o aspecto físico, mas também nas práticas físicas, dietéticas, de ingestão de drogas e mesmo nas cirurgias estéticas (Meyers, 1995). A nossa investigação visa demonstrar os vários significados do corpo total (ora vestido, seminu ou nu, respectivas poses, gestos e posturas), dos fragmentos/partes corporais mais salientes e das marcas corporais em uso na publicidade Portuguesa. O objectivo é o de demonstrar que a publicidade, ao veicular certas imagens do corpo humano, reproduz noções relacionadas com a juventude, a beleza e a sedução, procedimentos persuasivos, muitas vezes, concebidos com uma carga erótica materializada, particularmente, no feminino, cujos apelos sociais e afectivos são de natureza essencialmente simbólicos. Deste modo, estudámos as personagens; os vários tipos de corpos, as marcas sociais; as expressões e posturas; o tipo de cenários em que decorre a publicidade, as cores; os argumentos, apelos; e os valores sociais que ali são veiculados.