Creative strategies used in television advertising in Portugal and Brazil
DOI:
https://doi.org/10.4000/cp.8432Keywords:
creative strategies, advertising, televisionAbstract
This article presents an exploratory study about the creative strategies used in television commercials in Brazil and Portugal using the content analysis method. 305 commercials were analysed – 142 Brazilian and 163 Portuguese – with the objective of finding data about the appeals and creative strategies used. It was possible to find a great number of similarities, but also some interesting differences that are discussed in the end of the article.
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