Abstract

CARRICO FERREIRA, Raquel Marques  and  OLIVEIRA SANTANA, Dhione. Consumer Advertising: A Study of the Strategies Embedded in Rede Globo's Soap Operas per Time Slots. Signo pensam. [online]. 2013, vol.32, n.62, pp.150-162. ISSN 0120-4823.

Since its emergence in Brazil, the soap opera favors advertising strategies embedded in its daily episodes, such as the advertising spot. Since 1969, a new phenomenon began to settle, the tie-in, which included to the soap operas' plots some products and services consumed by the characters, suggesting a consumption or a real use. The purpose of this paper is to present the results of a content analysis of soap operas in the last two years (2010-2011, TV Rede Globo in Brazil). The analysis focuses on the relationship between the range of topics and its advertising actions.

Keywords : Soap Operas; TV Globo; Tie-In; Time Slots; Advertising Strategies; Television Advertising; Propaganda; Analysis.

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