Storytelling conta a história das Casas Bahia: um recurso para as relações públicas

Abstract

The present work has as proposal of study the Storytelling "The History of Casas Bahia", elaborated by Via Varejo that manages Casas Bahia. The audiovisual was held in commemoration of the company's 50th anniversary, as a strategy to help organizations sell their image and awaken in customers the need to purchase new products from their store. As an analytical resource, the Structured Matrix model of Storytelling elements structured by public relations Rodrigo Cogo was used in his master's thesis. This study demonstrates that using Storytelling as a communication strategy is powerful because it attributes value to the brand through the creation of engaging stories that fluidly lead the consumer to acquire the product that the company offers. As objectives, we propose to analyze the strategies of persuasion used in the Storytelling explored to reach the clients and to understand the possible perspectives created with the viewers and to identify which persuasive resources are found in the video of studied short film.