ADVERTISING FILM AND ITS INFLUENCE ON SPECTATORS
HOW CONTENT COMPRESSION BUILDS THE NARRATIVE OF THE 2019 CHRISTMAS’ CAMPAIGN OF THE BRAND “O BOTICÁRIO”
DOI:
https://doi.org/10.14244/2179-1465.RG.2025v16p154-170Keywords:
advertising film, close-reading, narrativeAbstract
An advertising film has the potential to influence society because it is assembled around an effective narrative. This article analyzes the narrative texture of the 2019 Christmas’ advertising film from the brand “O Boticário”, through the close-reading method. To do so, the narrative arc is explored, using the analytical lens of the narrative and based on remediation and agency, to highlight the involvement through immersion. The results suggest that the immersive engagement can promote empathy. It is argued that the climax of this advertisement is more intense, where the narrative texture becomes a narrative element.
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Copyright (c) 2025 Karina de Abreu Antoniolli, Luciane Maria Fadel
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