Análise das estratégias de merchandising e product placement no filme Para Sempre Alice : como as marcas utilizam o universo imaginário para atrair a atenção do consumidor.

Abstract

The present study has as main objective to analyze the strategies of Merchandising in the movie Still Alice, and in this position, as the present marks are positioned. The problem is to identify which the brands present and classify what kind of inserts they use in the plot; besides categorizing them and verifying which category has the highest number insertions. There is a critical and interpretive discussion in the sequence, based in the theoretical framework that underlies the study. In order to achieve the objectives, the methodology was composed of a methods and techniques for data collection and analysis, which bibliographic research, and content analysis. In the course of the research, the film was analyzed and 63 scenes were perceived, generating 69 insertions of marks, represented by 7 different brands. The monograph is structured in four chapters: in the first, we study the core ideas of cultural industry, mass culture and syncretism, in which we refer in Morin (2005) and Wolf (2009). In the second, we approach the concept of advertising and propaganda, cinema and merchandising; having as references Domenach (2005), Kotler (1985), Souza (1989), Cabral (1991), Canclini (1994 e 2005), Ramos (1995), Reis (1995), Carvalho (1996), Machado (1996), Xavier (1996), Sant´Anna (1998), Einstein (2002), Burrowes (2008), Comparato (2008), Donaton (2008), Veronezzi (2009), Feltrin (2010), Helena (2012). In the third chapter, we present the methodology used for the accomplishment of the present study. Finally, in the fourth chapter, we present the film Still Alice, in addition to the analysis of this search.