Publicidade em podcasts: inovação e tradição nos formatos de anúncio
Carregando...
Data
2023-04
Autores
Carmo, Barbara Viotto do
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
Baseada em metodologia bibliográfica, documental, descritiva e empírica, esta pesquisa
investigou as dinâmicas do ambiente digital virtual no contexto da Cultura da Convergência
(JENKINS, 2013) e Cultura da Conexão (JENKINS, 2015), compreendendo seu impacto na
publicidade. A partir de cinco programas de podcasts de alcance nacional - PrimoCast,
NerdCast, PodPah, O Assunto, Mamilos -, analisaram-se, em cinco episódios lançados no
período de um mês de cada programa, os formatos de anúncios a partir da classificação de
propaganda para rádio de Reis (2008) e para podcast da Interactive Advertising Bureau Brasil
(2019). O objetivo foi identificar se publicidade no podcast utiliza os formatos tradicionais de
anúncio do rádio e ao mesmo tempo inova na comunicação mercadológica. Verificou-se que
os formatos tradicionais de anúncio para rádio estão presentes no podcast de maneira adaptada
e há a hibridizações entre formatos.
Based on bibliographical, documentary, descriptive and empirical methodology, this research explored the digital virtual dynamics on Convergence (JENKINS, 2013) and Connection cultures (JENKINS, 2015) understanding its impact on advertising. Stem from five brazilian national renown podcast programs - PrimoCast, NerdCast, PodPah, O Assunto, Mamilos - it has been analysed, in five episodes released in one month period of each program, the advertising formats based on both the Reis’(2008) radio and Interactive Advertising Bureau Brasil (2019) podcasting advertising classifications. The objective was to identify if podcast advertisement uses the traditional advertisement formats from radio and at the same time innovates in marketing communication. It was verified that the traditional radio ad formats are adapted to fit podcast needs, and also, some formats are used together originating a hybrid form.
Based on bibliographical, documentary, descriptive and empirical methodology, this research explored the digital virtual dynamics on Convergence (JENKINS, 2013) and Connection cultures (JENKINS, 2015) understanding its impact on advertising. Stem from five brazilian national renown podcast programs - PrimoCast, NerdCast, PodPah, O Assunto, Mamilos - it has been analysed, in five episodes released in one month period of each program, the advertising formats based on both the Reis’(2008) radio and Interactive Advertising Bureau Brasil (2019) podcasting advertising classifications. The objective was to identify if podcast advertisement uses the traditional advertisement formats from radio and at the same time innovates in marketing communication. It was verified that the traditional radio ad formats are adapted to fit podcast needs, and also, some formats are used together originating a hybrid form.
Descrição
Palavras-chave
Podcast, Publicidade, Formatos de anúncio, Cultura da convergência, Advertising, Ad formats