The social construction of authorship of advertising films
This article examines authorship within the field of advertising film, considering the operating of institutions and professionals involved in the creation of these products: advertising agency, advertiser and production company. From a perspective based on the field theory (Bourdieu, 1996), and in...
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2018 |
| País: | Brasil |
| Recursos: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositório: | Comunicação, Mídia e Consumo (Online) |
| Idioma: | português inglês |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/1322 |
| Acesso em linha: | https://revistacmc.espm.br/revistacmc/article/view/1322 |
| Access Level: | Acceso aberto |
| Palavra-chave: | advertising film advertising field authorship filme publicitário campo publicitário autoria |
| Resumo: | This article examines authorship within the field of advertising film, considering the operating of institutions and professionals involved in the creation of these products: advertising agency, advertiser and production company. From a perspective based on the field theory (Bourdieu, 1996), and in dialogue with authors who discuss authorship in the field of cultural production, the work aims to establish theoretical and methodological premises to understand the positions of authorship in advertising films, and the benefits of incorporating this understanding into the analysis of this kind of audiovisual work. |
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