Palavras chave
Publicidade, Internet, vídeo, viral, social web, redes sociais, emoção, análise de conteúdo
Resumo
Desde suas origens, em meados dos anos noventa, a aplicação do conceito de viralidade à comunicação comercial representou para as marcas uma oportunidade para franquear as tradicionais barreiras da audiência ante a publicidade e converter na transmissora ativa das mensagens da marca. O marketing viral se baseia, desde então, em dois princípios básicos: oferecer ao indivíduo conteúdos gratuitos e atrativos que escondem sua finalidade comercial e usar um sistema de difusão de usuário a usuário. A transformação do espectador passivo em usuário ativo, que difunde mensagens de tipo publicitário promovidas por anunciantes, responde a uma série de necessidades e motivações dos indivíduos e a uma série de características dos conteúdos que foram descritos pela pesquisa prévia neste campo, principalmente através de metodologias de tipo quantitativo baseadas nas percepções dos usuários. O presente artigo analisa, através da metodologia da análise de conteúdo, a presença dos elementos, que trabalhos de pesquisa anteriores têm assinalado, como favorecedores da ação de compartilhar nos 25 vídeos publicitários virais com mais «shares» entre 2006 e 2013. Os resultados obtidos mostram as características mais comuns neste tipo de vídeo e a presença destacada da surpresa e a alegria como emoções dominantes nos vídeos virais mais exitosos.
Referências
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Technical information
Recebido: 29-11-2013
Revisado: 11-01-2014
Aceite: 26-01-2014
OnlineFirst: 15-05-2014
Data de publicação: 01-07-2014
Tempo de revisão do artigo: 43 dias | Tempo médio de revisão do número 43: 44 dias
Tempo de aceitação do artigo: 58 dias | Tempo médio de aceitação do número 43: 92 dias
Tempo de edição da pré-impressão: 168 dias | Tempo médio de edição pré-impressão do número 43: 159 dias
Tempo de processamento do artigo: 213 dias | Tempo médio de processamento do número 43: 204 dias
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Como citar
Dafonte-Gómez, A. (2014). The key elements of viral advertising. From motivation to emotion in the most shared videos. [Claves de la publicidad viral: De la motivación a la emoción en los vídeos más compartidos]. Comunicar, 43, 199-207. https://doi.org/10.3916/C43-2014-20