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Authors
Advisor(s)
Abstract(s)
O presente trabalho propõe uma abordagem que toma como ponto de partida a linguagem audiovisual e as reminiscências da gramática cinematográfica. Esperamos responder à questão: a linguagem, a sintaxe e a semântica fílmica estão presentes nas campanhas publicitárias em formato storytelling e estas atualizam-se nas vertentes crossmedia e transmedia. Igualmente, pretende-se ainda verificar em que medida as reminiscências cinematográficas são evidenciadas, em particular, nos textos que podem ser reconhecidos na categoria que analisamos agora. Com recurso a uma abordagem qualitativa de um estudo de caso, na vertente do Interpretacionismo, é nosso objetivo proceder-se à leitura do texto fílmico da campanha publicitária To Give More (2018) com a direção de Rune Milton para a marca Elkjøp, que tomámos como exemplo para a investigação. Para tal, guiamo-nos no domínio da semiótica de Peirce (1999), do conceito de intertextualidade proposto por Kristeva (1978) e dos estudos fílmicos desenvolvidos por Deleuze (2004). De modo a completar a investigação, proceder-seá ainda ao confronto dos resultados da análise semiótica do objeto de estudo com um conjunto de obras cinematográficas evocadas simbolicamente na narrativa publicitária, a nível de conteúdo e expressão. Defendemos a sua pertinência por considerarmos que, ainda que a gramática cinematográfica tenha sido presente à linguagem publicitária – em particular nos anúncios audiovisuais – tende a verificar-se uma tendência que une uma vertente da expressão visual da gramática audiovisual à forma narrativa dramatúrgica que acompanha o cinema desde Méliès. Nesse aspeto, defendemos que reside a originalidade do presente trabalho: na linguagem dos anúncios publicitários em suporte audiovisual, explorar e evidenciar as reminiscências cinematográficas de obras canónicas do cinema.
ABSTRACT: This paper proposes an approach that takes as its starting point the audiovisual language and the reminiscences of cinematic grammar. We hope to answer the question of whether language, syntax and filmic semantics are present in storytelling advertising campaigns and whether they update themselves in the strands of crossmedia and transmedia. Likewise, it is also intended to verify the extent to which cinematographic reminiscences are evidenced, in particular, in the texts that can be recognized in the category we are now analyzing. Using a qualitative approach to a case study, in the strand of Interpretationism, our aim will be to read the filmic text To Give More (2018) directed by Rune Milton for the Elkjøp brand, which we took as example for research. To this end, we are guided by Peirce's (1999) semiotics, the concept of intertextuality proposed by Kristeva (1978) and the filmic studies developed by Deleuze (2004). To complete the investigation, the results of the semiotic analysis of the object of study will be compared with a set of cinematographic texts evoked symbolically in the advertising narrative, in terms of content and expression. We argue for its relevance because we consider that, although cinematic grammar was been present in advertising language - in particular in audiovisual advertisements - there tends to be a tendency that joins a strand of the visual expression of audiovisual grammar with the dramaturgical narrative form that accompanies cinema since Méliès. In this regard, we argue that the originality of the present work lies: in the language of audiovisual advertising, to explore and highlight the cinematic reminiscences of canonical works of cinema.
ABSTRACT: This paper proposes an approach that takes as its starting point the audiovisual language and the reminiscences of cinematic grammar. We hope to answer the question of whether language, syntax and filmic semantics are present in storytelling advertising campaigns and whether they update themselves in the strands of crossmedia and transmedia. Likewise, it is also intended to verify the extent to which cinematographic reminiscences are evidenced, in particular, in the texts that can be recognized in the category we are now analyzing. Using a qualitative approach to a case study, in the strand of Interpretationism, our aim will be to read the filmic text To Give More (2018) directed by Rune Milton for the Elkjøp brand, which we took as example for research. To this end, we are guided by Peirce's (1999) semiotics, the concept of intertextuality proposed by Kristeva (1978) and the filmic studies developed by Deleuze (2004). To complete the investigation, the results of the semiotic analysis of the object of study will be compared with a set of cinematographic texts evoked symbolically in the advertising narrative, in terms of content and expression. We argue for its relevance because we consider that, although cinematic grammar was been present in advertising language - in particular in audiovisual advertisements - there tends to be a tendency that joins a strand of the visual expression of audiovisual grammar with the dramaturgical narrative form that accompanies cinema since Méliès. In this regard, we argue that the originality of the present work lies: in the language of audiovisual advertising, to explore and highlight the cinematic reminiscences of canonical works of cinema.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Audiovisual e Multimédia.
Keywords
Cinema Publicidade Storytelling Linguagem audiovisual Escrita Narrativa publicitária Advertising Audiovisual language Writing Advertising narrative
Citation
Tomaz, S.F.S. (2019). Storytelling: A narrativa publicitária To Give More e as reminiscências cinematográficas (Dissertação de mestrado Audiovisual e Multimédia não publicada, Escola Superior de Comunicação Social-IPL, Lisboa, Portugal). Disponível no Repositório Científico do IPL http://hdl.handle.net/10400.21/11195 [Acedido em março 03, 2020]
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social