Produção audiovisual em cena: uma análise intertextual do VT da marca Bis com a série Stranger things

Abstract

As the evolution of technologies, mainly those related to the media advanced, the forms of communication were adapted to these advances, which generated new forms of communication, either by it’s form, means or intention and with that, we intend to study each more and more how they settle down. The advancement of technology encouraged new art media such as cinema to evolve into streaming series and primordial forms of communication such as radio having the possibility of image and TV development, even the creation of audiovisual advertisements. Through this, the incentive to promote brands has become increasingly essential for companies, resulting in the studies we have and do to understand more assertive and effective ways of selling a certain product/service through advertising. This work seeks to analyze the intertextual relationship that occurred in the Bis’s VT when Stranger Things was used as a reference, also seeking to understand how the brand took advantage of the popularity of the series to create emotional connections with other audiences. Going beyond the intertextual and bibliographical study of this phenomenon, but also the description of the VT to gain an even greater understanding of the elements that brought the Bis audience in the universe of Stranger Things. Using an exploratory-descriptive methodology, this present work offers an in-depth analysis of the audiovisual elements of the advertising chose as the object of study, thus allowing the understanding of the intertextual relationship brought about in the VT when incorporated into the Strange Things. The methodology adopted in the work relates to the analysis of the advertising VT “a-BIS-ti-nen-ce” which is tun in referenced in the audiovisual by the three stages of intertextual classificiation proposed by Kristeva (1974). Based on this, the intertextual analysis revealed that advertising seeks contextual references when creating campaigns that involve other works and elements of contemporary culture, highlighting the importance of this strategy to engage and attract the public.