A inserção publicitária na narrativa fílmica das animações da Pixar

Abstract

The study seeks to understand how advertising is integrated into the narrative of two Pixar animations: Cars (2006) and Monsters, Inc. (2001). Its main goal is to comprehend how advertising elements are embedded within the fictional universe of these productions, promoting brands, values and products in a way that aligns with both the narrative and the target audiences of children and adults. To achieve this, the research uses observation elements that formed categories to operationalize the analysis such as shot composition, scenery, soundtrack, script, and advertising elements to identify how these resources reinforce the construction of the stories. The theoretical framework covers topics such as audiovisual advertising, entertainment, childhood consumption, and the techniques and narratives employed by Pixar. For this, it draws on concepts from authors such as Covaleski (2010), Guedes (2014), Chong (2011), Bulhões (2009), Gerbase (2012), Nesteriuk (2011), among others. The results highlight that advertising insertion in the animations Cars (2006) and Monsters, Inc. (2001) goes beyond mere brand exposure, integrating organically into the narrative. These elements reinforce values such as loyalty and friendship, building plausible and coherent fictional universes, enriching the plot, and emphasizing advertising as an intrinsic narrative and cultural strategy within the productions.