‘Tis the Season for warm, fuzzy emotion: visual storytelling and nostalgia in Christmas adverts
DOI:
https://doi.org/10.34630/e-rei.vi12.5818Palavras-chave:
nostalgia, narrativa, publicidade, humorResumo
Para a maioria dos telespectadores, os anúncios televisivos são tão intrusivos, repetitivos e pouco confiáveis, que raramente estão dispostos a assistir a um fluxo indesejado de anúncios televisivos e/ou online. Uma das únicas alturas do ano em que tal não acontece é no Natal. Seja porque nos fazem sorrir, rir ou lacrimejar, a maioria das campanhas publicitárias festivas consegue captar e reter a atenção do público. As principais marcas do Reino Unido gastam milhões de libras nesta época do ano para garantir que os anúncios sejam lembrados e comentados. No presente artigo considera-se que as campanhas publicitárias mais eficazes e memoráveis são aquelas que, entre diferentes estratégias publicitárias, utilizam o humor, bem como um enredo cativante, para não apenas divertir, mas desencadear emoções fortes também. Informado pela teoria narrativa e conceções de nostalgia, este artigo examina as estratégias e técnicas narrativas exploradas em duas campanhas publicitárias televisivas das marcas John Lewis, Waitrose e Sainsbury's para despertar um sentimento de nostalgia e cultivar a empatia.
Argumenta que a sua eficácia decorre das estórias em anúncios que evocam memórias e transportam os espectadores imaginativamente para a sua infância.
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