The format relationship in humorous content: infomercial and skit

Abstract

The present research has the objective of conceptually referring to the classic format of infomercials and the format that the Porta dos Fundos channel produces its advertising videos. The study of infomercials is important for advertising, because this format is one of the most used in the promotion of products and services in direct marketing. Through branded content, the Porta dos Fundos channel developed its own format for inserting advertising content into its content productions. The work aims to convert the advertising videos of the Porta dos Fundos objective with the classic form of Polishop infomercials, understanding how the formats converge with their characteristics. To analyze the study corpus, a content analysis methodology was used, proposed by Laurence Bardin (1979). In addition to it, the theoretical construction was based on the theories of humor proposals by Henri Bergson (1978) and from bibliographic studies conceptualized as branded content, tie-in and product placement strategies that Porta dos Fundos used in its advertising videos.