A Hiperpublicidade nos prêmios do vencedor no reality show Masterchef Brasil Profissionais
Arquivos
Data
2019-02-12
Autores
Garcia, Lucas Jorge
Título da Revista
ISSN da Revista
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O estudo da Hiperpublicidade evidencia a conquista por espaços cada vez maiores de se fazer e estudar publicidade, diante dos múltiplos aspectos contemporâneos à aplicação de marcas vem ganhando força no mercado televisivo, em particular nos programas de reality show. Na televisão, destina-se diversas possibilidades de trabalhar a publicidade diante dos produtos oferecidos, entre eles o reality show, um formato de entretenimento que tem apoio de marcas patrocinadoras. A pesquisa busca identificar a estratégia de posicionamento na divulgação dos prêmios destinados ao vencedor do Masterchef Brasil Profissionais transmitido pela TV aberta na Rede Bandeirantes, para tal, versa de um estudo exploratório e de uma análise de conteúdo para a terceira temporada do programa. Os resultados demonstram que o reality show emprega uma estratégia de posicionamento da marca dentro da mensagem persuasiva propagada com os prêmios destinados ao vencedor do Masterchef Profissionais, além de produzir, por esse conteúdo, valores humanos relacionados ao perfil de competidor profissional, em uma possibilidade de transformação sociocultural com a Hiperpublicidade presente.
The study of Hyperpublicity evidences the conquest by ever larger spaces of doing and studying advertising, in view of the multiple contemporary aspects of the application of brands has been gaining strength in the television market, particularly in reality show programs. On television, several possibilities are used to work advertising in front of the products offered, among them the reality show, an entertainment format that has support from sponsoring brands. The research seeks to identify the strategy of positioning in the dissemination of the prizes destined to the winner of Masterchef Brasil Profissionais transmitted by the open TV in the Bandeirantes Network, for such, it is an exploratory study and a content analysis for the third season of the program. The results demonstrate that the reality show employs a strategy of brand positioning within the persuasive message propagated with the prizes destined to the winner of the Masterchef Professionals, besides producing, for this content, human values related to the profile of professional competitor, in a possibility of sociocultural transformation with present Hyperpublicity.
The study of Hyperpublicity evidences the conquest by ever larger spaces of doing and studying advertising, in view of the multiple contemporary aspects of the application of brands has been gaining strength in the television market, particularly in reality show programs. On television, several possibilities are used to work advertising in front of the products offered, among them the reality show, an entertainment format that has support from sponsoring brands. The research seeks to identify the strategy of positioning in the dissemination of the prizes destined to the winner of Masterchef Brasil Profissionais transmitted by the open TV in the Bandeirantes Network, for such, it is an exploratory study and a content analysis for the third season of the program. The results demonstrate that the reality show employs a strategy of brand positioning within the persuasive message propagated with the prizes destined to the winner of the Masterchef Professionals, besides producing, for this content, human values related to the profile of professional competitor, in a possibility of sociocultural transformation with present Hyperpublicity.
Descrição
Palavras-chave
Hiperpublicidade, Reality show, Prêmios do vencedor, Masterchef Brasil Profissionais, Hyperpublicity, Masterchef Brazil Professionals, Winner's prizes