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      Mais do que um Simples Apertar de Botão: Uma Reflexão Sobre Regimes de Espectatorialidade e Imersão na Publicidade Pervasiva Translated title: More than a Simple Push of a Button: A Reflection on Spectatorship and Immersion in Pervasive Advertising Schemes

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          Abstract

          Este trabalho busca refletir sobre os regimes de espectatorialidade nas experiências ofertadas pela ciberpublicidade. A partir do conceito de publicidade pervasiva - aquela que se faz com a participação do corpo do indivíduo/consumidor e com a apropriação dos espaços urbanos - busca-se discutir este consumo de experiências como um fenómeno social, destacando a relevância simbólica que o comportamento dos consumidores oferece à estratégia publicitária. Discute-se também acerca dos conceitos de participação e de imersão neste fenómeno, tendo como ponto de partida a experiência do consumidor nas campanhas. Para isso, analisam-se duas ações publicitárias: "Push to add drama", da emissora TNT, da Bégica, e "Reignite your Va Va Voom" da Renault Clio, do Reino Unido.

          Translated abstract

          This paper seeks to reflect on spectatorship regimes in the performing experiences offered by cyber advertising. From the concept of pervasive advertising -the one that occurs with the participation of the individual/consumer's body and the appropriation of urban spaces- we try to discuss this consumption experiences as a social phenomenon, highlighting the symbolic importance that consumers' behavior offers for advertising strategies. We also discuss the concepts of participation and immersion in this phenomenon, taking as its starting point the consumer experience in campaigns. To this end, we analyze two advertising actions: "Push to add drama," by Belgium's TNT and "Reignite your Va Va Voom", by United Kingdom's Renault Clio.

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          A sociedade do consumo

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            Cibercultura

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              How to do things with words

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                Author and article information

                Contributors
                Role: ND
                Role: ND
                Journal
                cinfo
                Cuadernos.info
                Cuad.inf.
                Pontificia Universidad Católica de Chile. Facultad de Comunicaciones (Santiago )
                0719-367X
                2014
                : 0
                : 34
                : 47-59
                Affiliations
                [1 ] Universidade Federal Fluminense Brazil
                Article
                S0719-367X2014000100005
                10.7764/cdi.34.541
                48462104-6259-4c7f-8e31-c652e65e3433

                http://creativecommons.org/licenses/by/4.0/

                History
                Product

                SciELO Chile

                Self URI (journal page): http://www.scielo.cl/scielo.php?script=sci_serial&pid=0719-367X&lng=en
                Categories
                COMMUNICATION
                SOCIAL SCIENCES, INTERDISCIPLINARY

                Sociology,Communication & Media studies
                affection,performance,immersion,pervasive advertising,spectatorship,afeto,imersão,publicidade pervasiva,espectatorialidade

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