Sutileza nossa de cada dia estudo de caso : merchandisings inseridos na telenovela “viver a vida”

Abstract

This paper will address the advertising activity found in the last 30 chapters of the soap opera "Viver a Vida", broadcast by Rede Globo, 21 hours, in order to discover whether the insertions merchandising happen in subtle or overt manner. To understand the introduction of this strategy in television drama, a survey was conducted on television, Brazilian soap opera, merchandising, merchandising in the soap opera. Even met some concepts of applicability of this publicity campaign to base the definition of subtlety used in this study. The relevance of this study is the increasing rates of investment in this tool for the dissemination, the soap opera is one of the most popular exponents due to its popularity. With the deployment of Digital TV and its technological resources that provide the viewer as well, a better quality picture and sound, and when choosing what to see and can skip the commercial breaks. Thus, the merchandising emerges as one of the main alternatives to the advertising market, this action because the advertiser is disclosed through the content. The T-Commerce, available on Digital TV, can leverage the interest of companies to invest in merchandising, and these insertions are not misinterpreted by viewers to be transmitted smoothly, placing great importance on naturalness and subtlety, without changing the artistic quality of program.