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Television advertisements of Conscious Minute: expansion of the communication strategy of the agency spread

Grant number: 11/09375-1
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): September 01, 2011
Effective date (End): August 31, 2012
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:Lucilene dos Santos Gonzales
Grantee:Giulia Filippini Meletti
Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

This research aims to develop a theoretical material on television advertisements in social institutions for subsequent production of institutional advertising for TV. These messages will be signed as Minute Conscious Propagation Agency's flagship product, the extension project of the FAAC. The advertisements are aware Minute social broadcast on Radio FM Unesp since December 2007 in five daily impressions to disseminate the research and extension projects, Unesp Bauru. In this research, the goal is to bring these messages through the radio to the audiovisual media, through television advertisements, with monthly production to reach other audiences and thus expand the integration of university and community. Thus, the initial goal of this research is to formulate a theoretical material on television advertising, institutional and social character, since there is a lack of literature on these issues - to increase communication of messages Minute conscious, bringing them to television. For this, the exploratory research will provide the researcher a better understanding of integrated communications, advertising, institutional and television advertising. The research will be based on the literature - books, journals, dissertations or theses submitted to universities, Web sites - for the subsequent production of television advertising social. The experience of the researcher participating in the process of creating campaigns Minute aware, since 2009, will be a differentiator for the production of these videos, since it has already produced for the radio environment and now seek to reach other audiences with advertising production in TV. These techniques of exploratory deepen knowledge and generate hypotheses for the development of theoretical and practical material on social marketing, integrated communications, advertising, institutional and TV media. Keywords: social marketing, television, integrated communication, theory, practice.

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