O uso do storytelling na construção de narrativas publicitárias : análise da peça audiovisual 'Fã e Apoiador do Skate Brasileiro' do Banco do Brasil (2023)

Abstract

The purpose of this paper is to study and analyze the use of storytelling in the audiovisual piece “Fã e Apoiador do Skate Brasileiro” (Fan and Supporter of Brazilian Skateboarding), promoted by Banco do Brasil in 2023, through a film analysis with a qualitative approach. The research examines the use of storytelling as a communication strategy from a new perspective on the practice of skateboarding, historically stigmatized as a marginalized activity, and also from the analysis of how advertising narratives are constructed that bring it back to the status of a symbol of modernity, inclusion and overcoming. The aim of this work is to understand how advertising uses storytelling to add cultural and emotional value to the public, understanding the audiovisual tool as a means of re-signifying skateboarding in new social and sporting contexts.