A construção da narrativa publicitária no contexto do capitalismo artista: uma análise da campanha “go out, make some memories” da marca Bolovo

Abstract

This research was conceived through the concept of "artist capitalism", a term created by Lipovetsky and Serroy (2015) to describe society's working dynamic, marked by the inflation of aesthetic-like activity, which comprehends every social sphere. Due to this train of thought, this work aims to describe and relate the concept of artist capitalism in an empirical and contemporary object. That object of study is the advertising film and the constructed narrative around the four posts from the "Go out, make some memories" campaign, from Bolovo's e-commerce. Therefore, this work is articulated through a qualitative bias, that splits in two segments: the first one is developed through bibliographical research, bringing the understanding and the possible relation between the concepts of artist capitalism (LIPOVETSKY and SERROY, 2015), creative industry (UNCTAD, 2012) and advertising narrative (CARRASCOZA, 2004; ROCHA, 2007; COVALESKI, 2012; SILVA and COVALESKI, 2016). Furthermore, this first act is finished with a desk research, aiming to distinguish the object of study. While the second act is aimed at bringing an analysis proposal, which embodies the content analysis technique (BARDIN, 1977), it focuses on relating the concept of artist capitalism to the narrative built around the previously mention objects of study. That study design came out as an analysis which confirmed the influences of the approach of artist capitalism in the explored advertising pieces from the "Go out, make some memories" campaign. Moreover, it was detected that the studied subject not only carries, but also multiplies those influences thrown relentlessly by the artist capitalism on contemporary society.