Cinema e branding global: análise do lançamento do filme “Alice no país das maravilhas”
The spread of international values is responsible for the proximity on contemporary social behavior, creating an integrated global network, through the valuation of a common culture, spread by mass communication, defined here as globalization.Globalization not only as a culture, but also as a proces...
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| Autores principales: | , |
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| Formato: | Artículo publishedVersion Pesquisa acadêmica Descripción |
| Lenguaje: | Portugués |
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Universidade de São Paulo. Escola de Comunicações e Artes
2010
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| Acceso en línea: | http://www.revistas.usp.br/extraprensa/article/view/77211 http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=br/br-065&d=article77211oai |
| Aporte de: |
| Sumario: | The spread of international values is responsible for the proximity on contemporary social behavior, creating an integrated global network, through the valuation of a common culture, spread by mass communication, defined here as globalization.Globalization not only as a culture, but also as a process, is the main factor in the spread of behavior and consumption habits, continuously internationalized. Such consuming habits are the key factor on the markets expansion for global organizations, especially in the focus of this article, for the entertainment film industry.Another aim is to examine the aesthetics of advertising and its use to promote the consumption of cultural products. Promotional materials and communication pieces of films, specifically the release of the film “Alice in Wonderland”, can replicate common understandings in the international market from the perspective of an inclusive global culture of common values to the westernized culture. |
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