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Previous issue date: 2017-03-14 === This work is a study about how the appropriation of the Transmidia Narratives are
incorporated in engagement strategies in Advertising Campaigns. By studding the Cases of
the Advertising Campaigns from the companies Vivo and Correio Braziliense, we will
evaluate how the narrative of this campaigns floated between the midias and how the
strategies of the Tansmidia Campaigns can be associated to these practices, rising the
engagement of their publics. In this perspective, we can identify clear categories of elements
that built this kind of narratives, showing to the reader, not only these categories, but also the
concept of the Transmidia Narrative, which embraces what Jenkins (2009) defines as a history
that is told through the multiple platforms of the midia, whith each new context contributing
in a distinct and valuble way to the set. === Este trabalho contempla um estudo sobre como as narrativas transmidi??ticas podem ser
incorporadas a estrat??gias publicit??rias. Para tanto, por meio dos estudos de caso de
campanhas publicit??rias das empresas Vivo e Correio Braziliense, examinou-se como as
narrativas das campanhas flu??ram entre as m??dias, como configuraram estrat??gias de
engajamento dos p??blicos, bem como seus poss??veis benef??cios para as estrat??gias de
posicionamento das organiza????es estudadas. Nessa perspectiva, delinearam-se categorias
anal??ticas que possibilitaram a investiga????o de aspectos relacionados ??s estruturas das
narrativas, aos seus poss??veis efeitos junto aos p??blicos e aos potenciais benef??cios para as
estrat??gias de comunica????o.
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