The audiovisual advertising in the context of digital media: a look at the practice of the advertainment

被引：0

作者：

dos Santos, Andre Bomfim ^{[1
]}

Gomes Souza e Silva, Regina Lucia ^{[2
]}

机构：

[1] Univ Fed Bahia UFBA, Fac Comunicacao, Salvador, BA, Brazil

[2] Univ Nova Lisboa, Lisbon, Portugal

来源：

EM QUESTAO | 2013年 / 19卷 / 01期

关键词：

Advertising; Digital media; Advertainment; YouTube;

D O I：

暂无

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

The starting point of this study is the dialogue of the advertising with the digital media environment, more specifically what is called in the marketing studies, advertainment. Joint advertising and entertainment, attended and shared voluntarily, the advertainment is analyzed here in the context of YouTube. As framework, we used the campaign Unleash your fingers, created to launch a smartphone in France in 2011. The analysis is based in three vectors: the aesthetic dimension of the audiovisual product (ALVES), the context of its exhibition (BURGESS; GREEN) and the activation of fan behavior (JENKINS, FISKE, STAIGER) in its viewers.

引用

页码：65 / 83

页数：19