"I drink, soon watch?": the insertion of alcoholic beverages in pop music videos. A study on the transformative perspective of the consumer/ "Bebo, logo assisto?": a insercao de bebidas alcoolicas em videoclipes de musica pop. Um estudo na perspectiva transformativa do consumidor

This study aims to analyze images as advertising strategies for the insertion of alcoholic beverages in video clips both in the songs of. The 598 video clips that were among the top ten of Billboard's "Hot 100" ranking during the first decade of YouTube's existence were watched,...

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Veröffentlicht in:GeSec : Revista de Gestão e Secretariado 2023-10, Vol.14 (10), p.16321
Hauptverfasser: Andrade, Talita da Silva, Magalhaes, Nathiane Mayra Marques, Damascena, Elielson Oliveira, Becerra, Thiago Cesar Silva
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Sprache:por
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Zusammenfassung:This study aims to analyze images as advertising strategies for the insertion of alcoholic beverages in video clips both in the songs of. The 598 video clips that were among the top ten of Billboard's "Hot 100" ranking during the first decade of YouTube's existence were watched, verifying the environments in which they are inserted, such as their links with visual and attractive stimuli, in addition to the types of merchandising. used in the work. Through the considerations that resulted from the comparisons, it is possible to imagine that for not having been adjusted to the internet, these clips compare the successful solution to social performance or improve physical performance. Identify through the target audience that it may be possible to know the advertising format in the medium and long term to young people, who are still teenagers aimed at the audience, which are not their target videos. Showing knowledge of the possible harm that these invaders can cause in the medium and long term, the logic of the market and marketing stands out and appears in the first place in their attempts. Keywords: Video Clip. Alcoholic Beverages. Product/Brand Insertion. Advertising Strategies. Merchandising. Este estudo tem o objetivo de analisar as estrategias publicitarias de insercao de bebidas alcoolicas em videoclipes, tanto nas imagens, quanto nas letras das musicas. Foram assistidos os 598 videoclipes que ficaram entre os dez primeiros do ranking "Hot 100" da Billboard durante a primeira decada de existencia do Youtube, verificando os ambientes em que sao inseridas geralmente, as suas ligacoes com estimulos visuais e apelos, alem dos tipos de merchandising utilizados na obra. Atraves das consideracoes que resultaram das analises, foi possivel perceber que por nao haver regulamentacao destinada a internet, esses videoclipes associam livremente, por exemplo, o uso da bebida alcoolica ao sucesso social ou melhora de performance fisica. Foi possivel identificar atraves das analises que apesar de conheceram o risco que esse tipo de publicidade pode causar a medio e longo prazo aos jovens, que sao publico-alvo desse formato alguns videos ainda sao direcionados para criancas e adolescentes, que nao sao seu publico-alvo. Apesar de mostrarem conhecimento dos possiveis maleficios que essas insercoes podem causar a medio e longo prazo, a logica do mercado e do marketing se sobressai e aparece em primeiro lugar nas suas prioridades Palavras-chave: Videoclipe. Bebidas Alcooli
ISSN:2178-9010
2178-9010
DOI:10.7769/gesec.v14i10.2875