Análise dos elementos e estruturas narrativa utilizados no audiovisual publicitário

Abstract

The main objective of this work is to understand some practices and resources used in the creation of story elements and story structures in the context of audio-visual advertising. To this end, four advertisers will be analyzed, winners of the Grand Prix in the last editions of Cannes Lions, the biggest and best-conceived award in the advertising field today. The films proposed for analysis are “R.I.P Leon”, “Escape from the Office”, “Crocodile Inside” and “You can't stop us”. The analysis will be based on a comprehensive theoretical basis, addressing various aspects of narratives, such as François Jost in “A Narrativa Cinematográfica” (2009) and Assis Brasil in “Escrever Ficção” (2019). In this way, by observing the proposed films based on the theoretical knowledge acquired, it will be possible to understand how some story elements and structures are applied in the context of audio-visual advertising.