A intertextualidade de cinema e publicidade: as campanhas Bardahl e Tigre
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Data
2017-10-20
Autores
Talamonte, Maéve Cristina Barnabé [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Embora o Cinema e a Publicidade sejam manifestações e áreas distintas, existem afinidades complexas e variadas entre ambos. Há tempos, a publicidade apoia-se no cinema em suas criações, recorrendo a gêneros consagrados. Campo ágil em um mundo movente de imagens, de sons, de ideias que se misturam, se inter-relacionam e, portanto, no cerne das mais diversas possibilidades de uma comunicação híbrida, a publicidade é não raramente impregnada de referências do cinema, sendo associando-se a ele na produção audiovisual. A narrativa audiovisual publicitária tem o propósito de atrair o espectador, surpreendendo, seduzindo - o, provocando emoções. Neste projeto procura-se analisar a interface publicidade e cinema a partir das relações intertextuais em torno do gênero noir. Para o estudo será usado aporte teórico sobre cinema e da publicidade e, principalmente, a respeito da teoria da intertextualidade. A pesquisa pretende avaliar a presença do gênero noir nas peças Tigre e Bardhal, buscando aferir suas estratégias mercadológico-narrativas de sedução do espectadorconsumidor.
Although Cinema and Advertising are manifestations and distinct areas, there are complex and varied affinities between them. Advertising has long rested on film in its creations, drawing on established genres. An agile field in a moving world of images, sounds, ideas that mix, interrelate and therefore, at the heart of the most diverse possibilities of hybrid communication, advertising is not infrequently impregnated with cinema references, being associated to him in audiovisual production. The advertising audiovisual narrative has the purpose of attracting the viewer, surprising, seducing, provoking emotions. In this project we try to analyze the advertising and cinema interface from the intertextual relations around the noir genre. For the study will be used theoretical contribution on cinema and advertising and, especially, on the theory of intertextuality. The research intends to evaluate the presence of the genre noir in the pieces Tigre and Bardhal, seeking to assess its marketing-narrative strategies of seduction of the viewer-consumer.
Although Cinema and Advertising are manifestations and distinct areas, there are complex and varied affinities between them. Advertising has long rested on film in its creations, drawing on established genres. An agile field in a moving world of images, sounds, ideas that mix, interrelate and therefore, at the heart of the most diverse possibilities of hybrid communication, advertising is not infrequently impregnated with cinema references, being associated to him in audiovisual production. The advertising audiovisual narrative has the purpose of attracting the viewer, surprising, seducing, provoking emotions. In this project we try to analyze the advertising and cinema interface from the intertextual relations around the noir genre. For the study will be used theoretical contribution on cinema and advertising and, especially, on the theory of intertextuality. The research intends to evaluate the presence of the genre noir in the pieces Tigre and Bardhal, seeking to assess its marketing-narrative strategies of seduction of the viewer-consumer.
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Palavras-chave
Publicidade, Cinema, Audiovisual, Intertexto, Gênero noir, Advertising, Intertext, Genre noir