A imagem-comoção publicitária no audiovisual da web

Abstract

The thesis presents the proposal of the concept of image-commotion advertising, which approaches the audiovisual advertising of the web as persuasive communication that generates commotion. Starting from the perceptions and affections about audiovisual products, we propose to think about a phenomenon that is updated in the construction - rhetoric, memorial, aesthetics - that publicity makes of commotion, from a quality - the audiovisualities - present in advertising videos. The concept was built by authors such as Bergson, Deleuze, Didi-Huberman, Eisenstein and Gumbrecht, among others. Using the methodological contributions of deconstruction and dissection, we mapped images focusing on aesthetics, techniques, audiovisual language and the production of discursive meanings in six Johnson & Johnson brand audiovisuals inserted in the YouTube platform. We discuss the images as images that evoke memory, technical images, public images that speak about us, and tell our story about what culture feels moving and exciting. As results, we see that these images are part of a larger image of the audiovisual advertising, in which appear the affective gestures that are updated in the image and advertising rhetoric that produces commotion.