Communication, consumption and entertainment:

the diegetic and subjective brand building in audiovisual works through the use of Product Placement

Abstract

Advertising strategies aim to persuade consumers about a particular product or service; the film is premised entertainment, but also informs and can defend an idea or concept. The changing profile of consumers, increasingly critical and having different technologies that change their social practices -for advertising and film -makes the persuasive messages are reset before the public and its requirements, including the film universe as a field to be increasingly enhanced. That said, the work aims to investigate the diegetic construction inserted brands in movies, watching how the information concerning the product or service are used in the plots. To achieve this goal, we analyze a filmic script aiming to dissect parts and establish connections with the referenced theories.