Experience advertising: The challenge of identifying mixed advertising to entertainment in YouTubers’ videos
In the context of popularization of the Internet, we have the production of content as a practice widely spread through devices such as smartphones. People specialize in a certain subject, producing posts, videos in order to monetize the content. It is within this logic that we have YouTubers as pro...
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2020 |
| País: | Brasil |
| Recursos: | Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
| Repositório: | Revista FAMECOS: Mídia cultura e tecnologia |
| Idioma: | português |
| OAI Identifier: | oai:ojs.revistaseletronicas.pucrs.br:article/37995 |
| Acesso em linha: | https://revistaseletronicas.pucrs.br/revistafamecos/article/view/37995 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Experience advertising YouTube Advertising literacy Publicitaria de experiencia Alfabetización publicitaria Publicidade de experiência Literacia publicitária Publicidade |
| Resumo: | In the context of popularization of the Internet, we have the production of content as a practice widely spread through devices such as smartphones. People specialize in a certain subject, producing posts, videos in order to monetize the content. It is within this logic that we have YouTubers as professionals of the platform, recognized by their subscribers and hired by brands to promote products. With this, experience advertising arises, in which, it mixes with entertainment and it becomes difficult to differentiate them. For this reason, this article was based on a section of doctoral research and discussed ways of identifying this advertising discourse. We conclude that the experience advertising has characteristics that can help in the perception of the incentive to purchase, however it raises the question of transparency that needs to be worked on in other researches. |
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