HEINEKEN 0.0 AND MARKETING IN THE "NOW YOU CAN" CAMPAIGN/ A HEINEKEN 0.0 E O MARKETING NA CAMPANHA NOW YOU CAN

The use of videos as a platform for the absorption of certain content, whether educational, recreational or commercial, is part of our daily lives. In addition, large companies seek to meet the needs of their audience with marketing strategies where the center is in the consumer and their preference...

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Published inCaderno Profissional de Marketing Vol. 9; no. 1; p. 128
Main Authors Linhares, Bruno Viegas, Barth, Mauricio, Sanfelice, Gustavo Roese, Pinheiro, Cristiano Max Pereira, Lucena, Leonardo
Format Journal Article
LanguagePortuguese
Published Universidade Metodista de Piracicaba 01.01.2021
Subjects
Brasil
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Summary:The use of videos as a platform for the absorption of certain content, whether educational, recreational or commercial, is part of our daily lives. In addition, large companies seek to meet the needs of their audience with marketing strategies where the center is in the consumer and their preferences. Thus, this paper aims to analyze, from the point of view of advertising language, Heineken's Now you can video series. To achieve this goal, five commercial keyframes were captured. This analysis was based on the study of advertising language by Roland Barthes (2005), which states that it is possible to analyze the literal, associated and declared messages present in the messages. At the end of this study, the detailed analysis of the keyframes allowed the knowledge of the language applied to the Now you can campaign. Keywords: Image analysis. Beer. New products. O uso de videos como plataforma para absorcao de um determinado conteudo, seja ele educacional, recreativo ou comercial, esta inserido em nosso cotidiano. Alem disso, grandes companhias buscam atender as necessidades de seu publico com estrategias de Marketing em que o centro esta no consumidor e suas preferencias. Sendo assim, este trabalho tem como objetivo geral analisar, do ponto de vista da linguagem publicitaria, a serie de videos Now you can, da Heineken. Para atingir esse objetivo foram capturados keyframes de cinco comerciais. Tal analise baseou-se no estudo da linguagem publicitaria de Roland Barthes (2005), a qual afirma que e possivel analisar as mensagens literais, associadas e declaradas presentes nas mensagens. Ao final do presente estudo, as analises detalhadas dos keyframes permitiram o conhecimento da linguagem aplicada a campanha Now you can. Palavras-chave: Analise da imagem. Cerveja. Novos produtos.
ISSN:2317-6466
2317-6466