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Articles • Intercom, Rev. Bras. Ciênc. Comun. 40 (2) • May-Aug 2017 • https://doi.org/10.1590/1809-5844201724   copy

Audiovisual Branded Content and interactive systems: reflections on the online customer engagement1 1 This article was revised and reworked from a paper presented in the Consumption and Communication Processes workgroup at the 24th National Meeting of the Graduate Programs in Communication, Brasília, Federal District, Brazil. June 9 to 12, 2015.

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Abstract

This paper reflects on different interactive practices associated to the dialogue that takes place between brands and consumers – as well as users of digital interaction channels. To do so, we analyze a Branded Audiovisual Advertising piece following the studies of emerging communication regimes (DONATON, 2007; COVALESKI, 2010), current dynamics of digital social media (LÉVY, 1999; SANTAELLA, 2003) and interactive regimes from a social semiotic approach (LANDOWSKI, 2014). Our investigations points to Landowski’s theoretical approach as a valuable method to understand the nature of discursive exchanges established between brands and audiences in persuasive discourses.

Keywords
Advertising; Branded Content; Consumption; Interactive Regimes; Digital Engagement

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