Rabbit out of the hat: advertising and entertainment in Sony Bravia marketing campaign

Abstract

In contemporary advertising, we observed a movement of campaigns for a direction which excludes the rationality. The product is dematerialized, characterized by sensations, sounds and ideas that, together, transmit the benefit in an intangible way. In many cases, the product only signs the ad, combined with a strong concept that centralizes its qualities. The imperative is absent, and persuasion occurs by a pre-built brand image, which focuses invisible values - but that are in the imagination of the target. The ludic takes the post, becoming the bridge that separates (or connect) advertising and entertainment. This is the case of advertising campaign for Sony Bravia TV, that for few years ago had their films awarded in festivals around the world. In this study, we analyzed the most recent of them, gold in Cannes in the year 2008. How does it happen the dematerialisation? For what the product is replaced? Which values this construction transmit? These are questions that seek to answer.