O trailer como ferramenta publicitária: uma análise do lançamento da série Os Outros

Abstract

The trailer is a format that combines advertising and cinema, serving as one of the main tools for promoting audiovisual products. This narrative structure remains relevant despite technological transformations and the emergence of new distribution channels, such as TV and streaming platforms. Despite this evolution, the trailer continues to play a fundamental role in promoting audiovisual works. This study aims to analyze the trailer for the first season of the series Os Outros as an advertising tool. The methodology adopted was qualitative research, focusing on the analysis of moving images proposed by Diana Rose (2008), which allowed for an in-depth exploration of the quality of the collected data. The results show that the trailer for Os Outros combines visual and auditory elements, such as close-up shots and quick cuts, to create an atmosphere of tension and vigilance—characteristics effective in capturing the audience's attention. The piece adapts these resources to the digital format, leveraging engagement opportunities on streaming platforms. Thus, the trailer proves to be a powerful tool for promoting content in the digital environment, especially as digital audiovisual consumption continues to grow in Brazil.