PUBLICIDADE E O CINEMA: UMA ANÁLISE DA EVOLUÇÃO DO PRODUCT PLACEMENT NO CINEMA BRASILEIRO ENTRE 1976 – 2019

Abstract

In the current context, several changes occur in the way media is consumed by the public, streaming, digital rental and content blockers have kept away consumers from the classic mode of television advertising, the commercial break, however, Product Placement, an advertising tool of inserting brands and products within the media without being inconvenient, can be a solution to the problem of audience dispersion, but it is underused in the country. The present work aims to discover how and if there was an evolution of Product Placement in Brazilian cinema between the years 1976 and 2019, dividing the work into two phases, the first, a bibliographical research to understand what Product Placement is and how it is used. In the second part, a descriptive study, analyzing franchises from different periods of Brazilian cinema, the ones used were, Dona Flor e Seus Dois Maridos (1976 and 2017), Tropa de Elite (2007 and 2010) and Minha Mãe é Uma Peça (2013, 2016 and 2019), in order to create a timeline of the evolution of the tool, for last, compare quantitatively whether there was an increase in the use of Product Placement and which categories increased the most. When analyzing the franchises internally and compare the franchises, it was discovered that there was an increase in the number of insertions, even when the film is the first in a potential franchise, it was also observed- It is clear that film genre can be a determining factor for which type of insertion will be used in the film.