Catuaba selvagem: o novo posicionamento através dos filmes publicitários

Abstract

The present work proposes the investigation of the strategies of repositioning of Catuaba Selvagem brand, based on the discursive analysis of two advertising films that are part of the "É só Alegria" campaign, being the first film to be broadcast from the second semester of 2016 and the second one, in the first half of 2017. The methodology used in the work was the discursive analysis of the French line, which supports the analysis of media products, considering levels of textuality, in order to contextualize the universe belonging to the object of study. The work also rescues theories of Advertising that deals with the positioning of brands, the structuring of advertising films and the operative concepts that aid in the analytical questions. The proposed analysis also aims to investigate the use of mythical narrative in advertising films, which carries out the re - signification of Catuaba Selvagem, bringing discursive elements that reinforce the manifestation of said narrative.