Comunicação publicidade e pós modernidade: uma análise da transformação da promoção de lançamento dos filmes de Tarantino
Tipo
TCC
Data de publicação
2022-06
Periódico
Citações (Scopus)
Autores
Lima, Gisele Santos de
Orientador
Dugnani, Patrício
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
A promoção cinematográfica engloba o uso de estratégias do marketing promocional tradicional e digital, aplicadas ao contexto das produções audiovisuais. Este estudo se propõe a analisar, especificamente, a trajetória e evolução da promoção de lançamento de seis obras de Quentin Tarantino: Cães de Aluguel (1992), Pulp Fiction: Tempo de Violência (1994), Kill Bill Vol. 1 e Vol. 2 (2003 e 2004), Bastardos Inglórios (2009) e Era uma vez em Hollywood (2019). Para fundamentar os estudos, além de contextualizar oque é promoção no marketing e quais são as principais estratégias promocionais cinematográficas tradicionais e digitais, observa-se também o histórico estético do diretor, discutindo seu repertório e referências, a fim de compreender a relação intertextual presente, não apenas em seus filmes, mas também em suas campanhas promocionais de lançamento. Para cumprir a proposta deste estudo de caso analítico e demais tópicos necessários para seu desenvolvimento, foi produzida uma pesquisa quantitativa sobre adesão dos novos meios de consumo de cinema e sobre a percepção do público perante formas disruptivas de promoção. Ademais, foram referenciados, principalmente, estudos sobre a intertextualidade de Roland Barthes, paródia de Linda Hutcheon, o conceito de Retrotopia (a utopia do passado) de Zygmunt Bauman, o cinema de Quentin Tarantino por Mauro Baptista, fundamentos do marketing tradicional e digital de Philip Kotler e estudos diversos voltados ao marketing cinematográfico.
Film promoting includes the use of traditional and digital promotional marketing strategies, applied to the context of audiovisual productions. What this study proposes to analyze is, specifically the trajectory and evolution of the launch promotion of six of Quentin Tarantino's works: Reservoir Dogs (1992), Pulp Fiction (1994), Kill Bill Vol. 1 and Vol. 2 (2003 and 2004), Inglorious Basterds (2009) e Once Upon a Time in Hollywood (2019). To support the studies, in addition to contextualizing what is marketing promotion and what are the main traditional and digital cinematographic promotional strategies, the aesthetic history of the director is also observed by discussing his repertoire and references, in order to understand the intertextual relationship present not only in his movies but also in his launch campaign promotions. In order to fulfil the purpose of this analytical study and following necessary topics for its development, a quantitative research was produced on the adhesion of new means of cinema consumption and on the public's perception of disruptive ways of promotion. Furthermore, studies on intertextuality by Roland Barthes, Linda Hutcheon's parody, the concept of Retrotopia (TheUtopia of past times) by Zygmunt Bauman, Quentin Tarantino's cinema by Mauro Baptista, Philip Kotler's principals of digital and traditional marketing and a diversity of studies focused on film marketing.
Film promoting includes the use of traditional and digital promotional marketing strategies, applied to the context of audiovisual productions. What this study proposes to analyze is, specifically the trajectory and evolution of the launch promotion of six of Quentin Tarantino's works: Reservoir Dogs (1992), Pulp Fiction (1994), Kill Bill Vol. 1 and Vol. 2 (2003 and 2004), Inglorious Basterds (2009) e Once Upon a Time in Hollywood (2019). To support the studies, in addition to contextualizing what is marketing promotion and what are the main traditional and digital cinematographic promotional strategies, the aesthetic history of the director is also observed by discussing his repertoire and references, in order to understand the intertextual relationship present not only in his movies but also in his launch campaign promotions. In order to fulfil the purpose of this analytical study and following necessary topics for its development, a quantitative research was produced on the adhesion of new means of cinema consumption and on the public's perception of disruptive ways of promotion. Furthermore, studies on intertextuality by Roland Barthes, Linda Hutcheon's parody, the concept of Retrotopia (TheUtopia of past times) by Zygmunt Bauman, Quentin Tarantino's cinema by Mauro Baptista, Philip Kotler's principals of digital and traditional marketing and a diversity of studies focused on film marketing.
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Palavras-chave
cinema , publicidade , marketing , promoção , intertextualidade , publicity , promotion , intertextuality , cinematography