{"title":"Ciência em narrativas publicitárias: estratégias na TV aberta","authors":"Maria Ataide Malcher, Weverton Raiol","doi":"10.18568/CMC.V15I42.1543","DOIUrl":null,"url":null,"abstract":"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","PeriodicalId":52154,"journal":{"name":"Comunicacao Midia e Consumo","volume":"15 1","pages":"156-181"},"PeriodicalIF":0.0000,"publicationDate":"2018-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Comunicacao Midia e Consumo","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.18568/CMC.V15I42.1543","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
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
期刊介绍：
The journal Comunicação, Mídia e Consumo – Communication, Media and Consumption – is published in printed and digital versions by the Programa de Pós-Graduação em Comunicação e Práticas de Consumo da ESPM-SP – Postgraduate Programme in Communication and Consumption Practices of ESPM-SP – Escola Superior de Propaganda e Marketing – Superior School of Propaganda and Marketing and it is evaluated as Qualis A2; its editorial line is to approach relevant topics of the field of Communication, understood here as a complex socio-cultural process and practice. The articles must be well-founded and mobilise different authors of a given theoretical tendency so that they develop a critical reflection about the approached thematic topics. In the case of empirical articles, besides the contextualisation and the descriptive stage of the material, we privilege articles which present a theoretico-interpretative of the aspects that are observed in the corpus.
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