A narrativa do filme publicitário VW 70 Anos - Gerações: reflexões sobre branding e storytelling à luz da inteligência artificial
This article reflects on the construction of narratives for brand management with the occasional use of artificial intelligence (AI). To this end, the Volkswagen Brasil advertising film was chosen, which celebrates its 70th anniversary and launches electric cars (VW 70 Years – Generations), with the...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/57136 |
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| Resumo: | This article reflects on the construction of narratives for brand management with the occasional use of artificial intelligence (AI). To this end, the Volkswagen Brasil advertising film was chosen, which celebrates its 70th anniversary and launches electric cars (VW 70 Years – Generations), with the aim of analyzing it based on concepts from the communication field, such as: branding , storytelling and devices used to construct stories. The methodological parameters used includes carrying out ethnography on a social network (YouTube), based on the collection of archival data, accompanied by a bibliographic review. Conclusively, it is identified
how the use of new technologies – among them, AI – make possible the development of advertising campaigns capable of creating and expanding possible worlds for brands to operate, strengthening the persuasive effect of fictional narratives in their dialogue with the feelings of the consuming public. |
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