Dimensões do marketing no cinema: do merchandising à Epagogix

• Ano de defesa: 2017
• Autor(a) principal: Cristiano Bezerra Lara
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Paranoia Anticomunista; Merchandising; Cinema; Cinema Marketing
• Link de acesso: http://hdl.handle.net/1843/EBAP-B8JEG6

This dissertation performs a history of advertising in the Hollywood cinema through the analysis of significant works of each historical period. Focuses on the evolution of marketing techniques and tools. Discusses three major dimensions of marketing in the cinema: the commercial marketing, the ideological marketing and the cyber marketing. Analyzes the productions performed in the periods studied in their historical and social contexts. Highlights the advertising inserts allocated in movie narratives of cinematic entertainment productions. Uses conceptual definitions of categories of analysis such as product placement, advertainment, branded content and product placement. Finally, analyses the evolution of these practices in the current context. Key words: Cinema, Red Scare, Merchandising