O cobranding comunicacional da Samsung com a Rayssa Leal: como sentidos afetivos e vínculos sentidurais são repercutidos através do ethos da atleta?

Abstract

This study investigates the communicational cobranding between Samsung and Rayssa Leal, analyzing how affective meanings and sensorial bonds are reflected through the athlete's ethos. The main objective was to understand the brand union strategy beyond the promotion of the Galaxy+ ZFlip 6 product, exploring the construction of meaning and affective connection with the public. The methodology used was discourse analysis, focusing on the "Flip Eterno" commercial video, and the application of the BrandStoryCanvas Matrix, which evaluates brand construction in 4 analysis sessions: discursive object, discursive ethos, brand positioning analysis, and affective and emotional interdiscursivities in meanings. The results demonstrate that Rayssa Leal's discursive ethos, composed of primary ethos (affectivity, empathy, charisma) and secondary ethos (courage, potency, action), was strategically used by Samsung to activate affective memories and create identification with the public. It is concluded that the success of the cobranding stems from the coherence between the athlete's ethos and the brand's message, consolidating the positioning of both and reinforcing the relevance of brands in building communities and emotional connection with consumers.