{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,2,21]],"date-time":"2025-02-21T22:13:35Z","timestamp":1740176015886,"version":"3.37.3"},"reference-count":0,"publisher":"Coimbra University Press","issue":"34","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["MJ"],"abstract":"<jats:p>O presente paper procura discutir, de forma preliminar e ensa\u00edstica, o uso do placement de marcas, produtos e temas na fic\u00e7\u00e3o televisiva, enquanto estrat\u00e9gia comercial, mas tamb\u00e9m enquanto estrat\u00e9gia social. Num tempo de superabund\u00e2ncia de oferta de conte\u00fados e de prolifera\u00e7\u00e3o de plataformas de distribui\u00e7\u00e3o e de dispositivos de acesso, o recurso a alternativas criativas de produ\u00e7\u00e3o e financiamento de conte\u00fados procura garantir a fideliza\u00e7\u00e3o de telespectadores e, por consequ\u00eancia, desencadear a compra, num constante processo dial\u00f3gico entre anunciantes\/marcas, canais\/conte\u00fados e recetores\/consumidores. Assim, e numa atitude reflexiva, \u00e9 explorado o product placement enquanto conceito, atendendo \u00e0s suas potencialidades e impactos, fazendo-se o contraponto e a analogia com o placement de temas (merchandising social), enquanto campo disciplinar dentro dos estudos dos media, mas ainda com pouca express\u00e3o anal\u00edtica e acad\u00e9mica em Portugal.<\/jats:p>","DOI":"10.14195\/2183-5462_34_6","type":"journal-article","created":{"date-parts":[[2019,7,2]],"date-time":"2019-07-02T10:31:17Z","timestamp":1562063477000},"page":"83-94","source":"Crossref","is-referenced-by-count":0,"title":["Marcas, produtos e tem\u00e1ticas na fic\u00e7\u00e3o televisiva: um ensaio sobre o placement como estrat\u00e9gia de produ\u00e7\u00e3o"],"prefix":"10.14195","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2740-6161","authenticated-orcid":false,"given":"Nuno Goulart","family":"Brand\u00e3o","sequence":"first","affiliation":[]},{"given":"Catarina Duff","family":"Burnay","sequence":"first","affiliation":[]}],"member":"5739","published-online":{"date-parts":[[2019,6,27]]},"container-title":["Media &amp; Jornalismo"],"original-title":[],"link":[{"URL":"https:\/\/impactum-journals.uc.pt\/mj\/article\/download\/2183-5462_34_6\/5348","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/impactum-journals.uc.pt\/mj\/article\/download\/2183-5462_34_6\/5348","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2020,4,30]],"date-time":"2020-04-30T10:28:33Z","timestamp":1588242513000},"score":1,"resource":{"primary":{"URL":"https:\/\/impactum-journals.uc.pt\/mj\/article\/view\/2183-5462_34_6"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,6,27]]},"references-count":0,"journal-issue":{"issue":"34","published-online":{"date-parts":[[2019,6,28]]}},"URL":"https:\/\/doi.org\/10.14195\/2183-5462_34_6","relation":{},"ISSN":["2183-5462","1645-5681"],"issn-type":[{"type":"electronic","value":"2183-5462"},{"type":"print","value":"1645-5681"}],"subject":[],"published":{"date-parts":[[2019,6,27]]}}}