| dc.description.abstract | Society is in constant change, and with it, Communication also changes. The interdependence created between this two instancies, made advertising shape itself according to the needs and desires of consumers. So, when they change their way of relating with advertising, brands must adapt to this new environment and try to interact with people in different ways. Therefore, some concepts, like a more active participation, proposed by Clay Shirky (2011), of consumers with the Communication field, increases the possibility of transmedia to happen. In this aspect, this paper seeks to understand how these new new Communication tools are structured, mainly through the storytelling of brands like Panvel, Polar and Zaffari and how this narrative can be spun off to other platforms. The theoretical framework was based on the concepts and theories proposed by Henry Jenkins (2008), Joseph Campbell (1997) and Bruno Scartozzoni (2013, online). This research aimed to: understand the evolutionary process of advertising and audiovisual inside society, according to Alvin Toffler (2010) studies; comprehend how the consumers, of the three brands analyzed, related to their publicity; study audiovisual pieces from Panvel, Polar and Zaffari; and propose a campaign based on the content already created but put together with transmedia concepts. | |
