1. Repositório Institucional - Universidade Federal de Uberlândia
  2. Faculdade de Educação (FACED)
  3. TCC - Comunicação Social
Please use this identifier to cite or link to this item: https://repositorio.ufu.br/handle/123456789/28894
Full metadata record
DC FieldValueLanguage
dc.creatorSilva, Cassiana Batista da Cruz-
dc.date.accessioned2020-03-05T12:37:31Z-
dc.date.available2020-03-05T12:37:31Z-
dc.date.issued2019-12-12-
dc.identifier.citationSILVA, Cassiana Batista da Cruz. Branded content em Nike: a comunicação da marca na órbita da mulher. 2019. 50 f. Trabalho de Conclusão de Curso (Graduação em Jornalismo) - Universidade Federal de Uberlândia, Uberlândia, 2020.pt_BR
dc.identifier.urihttps://repositorio.ufu.br/handle/123456789/28894-
dc.description.abstractThis research investigates the concepts of branding and branded content based on Nike's strategic communication about women. From the analysis of documents, the objects of study were the communicational films of the brand: “Dream Crazier” and “Nike Football Presents: Andressa Alves’ Story”. It was necessary to research about communication in contexts of meanings that dialogue with women, using strategies of organizational communication, branding and branded content. The research found that the brand aims to communicate with the public through human story content that generates relevance and creates value for the audience while informing and engaging without interruption.pt_BR
dc.languageporpt_BR
dc.publisherUniversidade Federal de Uberlândiapt_BR
dc.rightsAcesso Abertopt_BR
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectBranded contentpt_BR
dc.subjectBrandingpt_BR
dc.subjectStorytellingpt_BR
dc.subjectFemvertisingpt_BR
dc.titleBranded content em Nike: a comunicação da marca na órbita da mulherpt_BR
dc.typeTrabalho de Conclusão de Cursopt_BR
dc.contributor.advisor1Araújo, Marcelo Marques-
dc.contributor.advisor1Latteshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4778247Y7&tokenCaptchar=03AOLTBLQ8rA5mFGAr2TqSngeFwXRHn8UbTxCLnfnLeCx8yQZT21VU0jtA5ooczYoJHqr07TTQJZ8JvbtTPygBqqK7jBUAJTR1z8RP1QJugQmManOvmv26pdhprLg_1GwO4LqRHSwXh06u1malOs5QMdKncnvPPTM79lUyIfebD9CnP3FksAPT5rfUq1Tlzh7cArGux2z4KauKVLHvWUwrzyWtBxGJGozioAQ0GEJUzqN0eCxL5bOR8XJ67ndZBChEkvGoJAX0IakSdrCiuNDK8HFMixF5NH8bY5MYObDZUdtOXpHi0VQOvjpwu8p3S7DYdIIhJjan_-zMwTj_GxXouwgyXczOp-9qboYStiBPRqICl0oQT-wWlZqZvh2D2e_Oh8A1F4rIqyzSVXo_0vwqbkWkGvZEJMaTIJNUruohnyX9i-75Tu4q1UPCZAG9MUklRdAMwcuICmI3pt_BR
dc.contributor.referee1Santos, Adriana Cristina Omena dos-
dc.contributor.referee1Latteshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4707907U6&tokenCaptchar=03AOLTBLR1JrZvg5pBPV1ofmkmOZ9VS1nfLTOBTtL_EjlAoBtwTqlcbI10VHAG2AifiL0Vt8zBJts1j4-Qd-4NJz2iyfHApTmu5Qvv7lyuq4TfuvYA85TudrVrXm1BBMlRb8qUG4lesMdNNAd0KsIkOd-xuZ4YonvvWjnT76ourT9vMjGgGhRrUEaNG7SLKMzXfyDXoMtE-BFdZqirM9iYEivpIDCmCEtB3EUBDaG8GXudrUiTQcZuslljBWsiKNJRDRFKEcL7CYjynZz0uD_nc9T1C7VHAs_iBDhqdnEDFJQie3JZbF0Nlttv8L5VF5LKNjeSh7UnbnVLvmLfplmYfMZrLHg0Jak4ppgt02x5yOxy-aOt71czoSHvjAsihjinaQ6BmGxzT3nbAvjNLoaObw9a3tNfD2GJ_ogR09Ee1sSMG5430v6FIZ8vHOBVsiUx3OU329JFNJGTpt_BR
dc.contributor.referee2Henrique Geraldo, Rodrigues-
dc.contributor.referee2Latteshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4208694U4&tokenCaptchar=03AOLTBLQRoKzN0yVYeWLSGiqUe_SbjnLlmkd9-HYrmjYtqOeGHQFaPWH8HfePl0Q7bjDLgPhC6Wn10kZUpRO1OQreOfeeBBZH-RFeCp8HCWSzS04izaygQ29ZKjNKGxK5zDE1B_RALL2bI0UN5B8YnQEzbiAs97uz4Ko8SCpYRqhIbgc9Lz5minnS1HYEnOilHytN2BerwNgPWPNj101lH_x77BYQfy1T_YYY5EYWn_cE2kvR2lyxZ6OTR0oFJzvKlfGNL4NPB7goIE0H4sfXystGhcDN9xn6RlBTcQ0ngXZvKqtedxNtOe2S7ZRDlgkfmqkcQPFyGVd60BxLz6-DnYWU9VeriI0xlo2yC4P3DchayZ2Vb0lA1CBgvRZ-K60naPW9szS7kj0U-jxUkTLjz8oTlD1hGzpg0mLFDZLyxSTb91CICARv_wNutuca-JSBZKl0YbkutJiWpt_BR
dc.creator.Latteshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8619044D6&tokenCaptchar=03AOLTBLQB47mJOhHz-q_SOU7V2Cnlyv-t97-2ceAgZSglPut3AFbmVwfpsNS6TB1hJd8-Ndm4s1W1c1YxSRZDvw-mPTXWl8X4433XnuDssMtjmMPnd7yI0pIatRQu_pssJPQgbbiNK-Nk0GFsK0drBoXnxPvztLUvyPuSKFGga-KkFk8qRtfYIWa0AXBWqIn5Slj2aQRQnrz87wKnNJKPjXzIMBq9fStHTbS_9JBm9J7G8aQOE-95x2E_kS9evvpTdXBSyhLhvfyY1jQWeoPF1qAY9I8GiSC1Ol18FlIKcrcUplHGJkP39v5v4gfKQRRqguHXfnhcUpxZZ0R_BaPitS4tHDiNJoDL1vvkY4mL-YVq33U8CByRioUIgHJ6AEliUHGu2zp8sayR9noKAlN59fyOttDrzejItfSN_uZ3qcJN-3DR8b5fHBgWCR5zGCD8VVzmKFTDcyg8pt_BR
dc.description.degreenameTrabalho de Conclusão de Curso (Graduação)pt_BR
dc.description.resumoEsta pesquisa investiga os conceitos de branding e branded content a partir da comunicação estratégica da Nike acerca da mulher. A partir de uma análise documental, os objetos de estudo foram os filmes comunicacionais da marca, o “Dream Crazier” e o “Nike Football Presents: Andressa Alves’ Story”. Para isso, foi necessário um aprofundamento sobre a comunicação em contextos de sentidos que dialogam com as mulheres, utilizando estratégias de comunicação organizacional, branding e branded content. A pesquisa constatou que a marca visa se comunicar com o público por meio de conteúdos de histórias humanas, que geram relevância e criam valor para a audiência enquanto informa e envolve sem interrupções.pt_BR
dc.publisher.countryBrasilpt_BR
dc.publisher.courseJornalismopt_BR
dc.sizeorduration52pt_BR
dc.subject.cnpqCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOpt_BR
Appears in Collections:TCC - Comunicação Social

Files in This Item:
File Description SizeFormat 
BrandedContentNike.pdfTCC1.03 MBAdobe PDFThumbnail
View/Open
Show simple item record


This item is licensed under a Creative Commons License Creative Commons