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Main Author:	André Bomfim dos Santos
Format:	Artículo científico
Language:	pt
Published:	Universidade Federal do Rio Grande do Sul 2013
Subjects:	Ciencias de la Información YouTube Publicidade Advertainment Mídias digitais
Online Access:	https://www.redalyc.org/articulo.oa?id=465645972005
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author	André Bomfim dos Santos
author_facet	André Bomfim dos Santos
contents	O Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainment André Bomfim dos Santos Regina Lucia Gomes Souza e Silva Ciencias de la Información YouTube Publicidade Advertainment Mídias digitais O ponto de partida deste estudo é o diálogo da publicidade com o ambiente das mídias digitais, mais especificamente daquilo que é chamado, no âmbito dos estudos de marketing, de advertainment. Misto de publicidade e entretenimento, assistido e compartilhado voluntariamente, o advertainment é aqui analisado no contexto do YouTube. Como recorte, utilizamos a campanha Unleash your fingers , criada para o lançamento de um smartphone na França em 2011. A análise baseia- se em três vetores: a dimensão estética do produto audiovisual (ALVES), o conte xto da exibição (BURGESS; GREEN) e a ativação do comportamento de fã (JENKINS; FISKE; STAIGER) em seus espectadores. 2013 artículo científico 1807-8893 https://www.redalyc.org/articulo.oa?id=465645972005 pt http://www.redalyc.org/revista.oa?id=4656 Em Questão application/pdf Universidade Federal do Rio Grande do Sul Em Questão (Brasil) Num.1 Vol.19
format	Artículo científico
id	redalyc_465645972005
language	pt
publishDate	2013
publisher	Universidade Federal do Rio Grande do Sul
spellingShingle	O Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainment André Bomfim dos Santos Ciencias de la Información YouTube Publicidade Advertainment Mídias digitais O Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainment André Bomfim dos Santos Regina Lucia Gomes Souza e Silva Ciencias de la Información YouTube Publicidade Advertainment Mídias digitais O ponto de partida deste estudo é o diálogo da publicidade com o ambiente das mídias digitais, mais especificamente daquilo que é chamado, no âmbito dos estudos de marketing, de advertainment. Misto de publicidade e entretenimento, assistido e compartilhado voluntariamente, o advertainment é aqui analisado no contexto do YouTube. Como recorte, utilizamos a campanha Unleash your fingers , criada para o lançamento de um smartphone na França em 2011. A análise baseia- se em três vetores: a dimensão estética do produto audiovisual (ALVES), o conte xto da exibição (BURGESS; GREEN) e a ativação do comportamento de fã (JENKINS; FISKE; STAIGER) em seus espectadores. 2013 artículo científico 1807-8893 https://www.redalyc.org/articulo.oa?id=465645972005 pt http://www.redalyc.org/revista.oa?id=4656 Em Questão application/pdf Universidade Federal do Rio Grande do Sul Em Questão (Brasil) Num.1 Vol.19
title	O Audiovisual publicitário no contexto das mídias digitais: um olhar sobre a prática do advertainment
topic	Ciencias de la Información YouTube Publicidade Advertainment Mídias digitais
url	https://www.redalyc.org/articulo.oa?id=465645972005

if (filemtime($filename) + $maxlifetime < time()) { unlink($filename); $count++; } } return $count; } /** * A function that is called internally when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ protected function saveSession($sessId, $data): bool { $sessFile = $this->path . '/sess_' . $sessId; if ($handle = fopen($sessFile, 'w')) { $return = false; // Lock the file for exclusive access to avoid issues with multiple // processes writing session simultaneously: if (flock($handle, LOCK_EX)) { $return = fwrite($handle, $data); // Make sure that there's no trailing data by truncating the file to // the correct length: ftruncate($handle, strlen($data)); fflush($handle); flock($handle, LOCK_UN); } fclose($handle); if ($return !== false) { return true; } } // If we got this far, something went wrong with the file output... // It is tempting to throw an exception here, but this code is called // outside of the context of exception handling, so all we can do is // echo a message.

// Anecdotal testing Today and Yesterday seems to indicate destroy() // is called by the garbage collector and everything is good. // Something to keep in mind though. return 0; } /** * Write function that is called when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ public function write($sessId, $data): bool { if ($this->writesDisabled) { return true; } return $this->saveSession($sessId, $data); } /** * A function that is called internally when session data is to be saved. * * @param string $sessId The current session ID * @param string $data The session data to write * * @return bool */ abstract protected function saveSession($sessId, $data): bool; }

* * @return void */ public function writeClose() { // The assumption is that we're using PHP's ext/session. // session_write_close() will actually overwrite $_SESSION with an // empty array on completion -- which leads to a mismatch between what // is in the storage object and $_SESSION. To get around this, we // temporarily reset $_SESSION to an array, and then re-link it to // the storage object. // // Additionally, while you _can_ write to $_SESSION following a // session_write_close() operation, no changes made to it will be // flushed to the session handler. As such, we now mark the storage // object isImmutable. $storage = $this->getStorage(); if (! $storage->isImmutable()) { $_SESSION = $storage->toArray(true); session_write_close(); $storage->fromArray($_SESSION); $storage->markImmutable(); } } /** * Attempt to set the session name * * If the session has already been started, or if the name provided fails * validation, an exception will be raised. * * @param string $name * @return SessionManager * @throws Exception\InvalidArgumentException */ public function setName($name) { if ($this->sessionExists()) { throw new Exception\InvalidArgumentException( 'Cannot set session name after a session has already started'

Environment & details:

GET Data empty

POST Data empty

Files empty

Key	Value
language	"en"
VUFIND_SESSION	"049a1fb7d600fec644e73043ac5e9d4c"
ui	"standard"

Session

Key	Value
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SessionState	Laminas\Stdlib\ArrayObject {#938}
FlashMessenger	Laminas\Stdlib\ArrayObject {#1583}
SessionHelper	Laminas\Stdlib\ArrayObject {#1776}

Server/Request Data

Key	Value
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REDIRECT_HTTPS	"on"
REDIRECT_SSL_TLS_SNI	"info.umar.mx"
REDIRECT_STATUS	"200"
VUFIND_LOCAL_DIR	"/usr/local/vufind/local"
HTTPS	"on"
SSL_TLS_SNI	"info.umar.mx"
HTTP_ACCEPT	"/"
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HTTP_COOKIE	"language=en; VUFIND_SESSION=049a1fb7d600fec644e73043ac5e9d4c; ui=standard"
HTTP_ACCEPT_ENCODING	"gzip, br, zstd, deflate"
HTTP_HOST	"info.umar.mx"
PATH	"/usr/local/sbin:/usr/local/bin:/usr/sbin:/usr/bin:/snap/bin"
SERVER_SIGNATURE	"<address>Apache/2.4.66 (Ubuntu) Server at info.umar.mx Port 443</address>\n"
SERVER_SOFTWARE	"Apache/2.4.66 (Ubuntu)"
SERVER_NAME	"info.umar.mx"
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SERVER_PORT	"443"
REMOTE_ADDR	"216.73.217.30"
DOCUMENT_ROOT	"/usr/local/vufind/public"
REQUEST_SCHEME	"https"
CONTEXT_PREFIX	""
CONTEXT_DOCUMENT_ROOT	"/usr/local/vufind/public"
SERVER_ADMIN	"admin@localhost"
SCRIPT_FILENAME	"/usr/local/vufind/public/index.php"
REMOTE_PORT	"36212"
REDIRECT_URL	"/Record/redalyc_465645972005/Details"
GATEWAY_INTERFACE	"CGI/1.1"
SERVER_PROTOCOL	"HTTP/1.1"
REQUEST_METHOD	"GET"
QUERY_STRING	""
REQUEST_URI	"/Record/redalyc_465645972005/Details"
SCRIPT_NAME	"/index.php"
PHP_SELF	"/index.php"
REQUEST_TIME_FLOAT	1784433402.1585
REQUEST_TIME	1784433402

Environment Variables empty

Registered Handlers

0. Whoops\Handler\PrettyPageHandler

Environment & details:

GET Data empty

POST Data empty

Files empty

Key	Value
language	"en"
VUFIND_SESSION	"049a1fb7d600fec644e73043ac5e9d4c"
ui	"standard"

Session

Key	Value
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SessionState	Laminas\Stdlib\ArrayObject {#938}
FlashMessenger	Laminas\Stdlib\ArrayObject {#1583}
SessionHelper	Laminas\Stdlib\ArrayObject {#1776}

Server/Request Data

Key	Value
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REDIRECT_HTTPS	"on"
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REDIRECT_STATUS	"200"
VUFIND_LOCAL_DIR	"/usr/local/vufind/local"
HTTPS	"on"
SSL_TLS_SNI	"info.umar.mx"
HTTP_ACCEPT	"/"
HTTP_USER_AGENT	"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)"
HTTP_COOKIE	"language=en; VUFIND_SESSION=049a1fb7d600fec644e73043ac5e9d4c; ui=standard"
HTTP_ACCEPT_ENCODING	"gzip, br, zstd, deflate"
HTTP_HOST	"info.umar.mx"
PATH	"/usr/local/sbin:/usr/local/bin:/usr/sbin:/usr/bin:/snap/bin"
SERVER_SIGNATURE	"<address>Apache/2.4.66 (Ubuntu) Server at info.umar.mx Port 443</address>\n"
SERVER_SOFTWARE	"Apache/2.4.66 (Ubuntu)"
SERVER_NAME	"info.umar.mx"
SERVER_ADDR	"200.23.222.19"
SERVER_PORT	"443"
REMOTE_ADDR	"216.73.217.30"
DOCUMENT_ROOT	"/usr/local/vufind/public"
REQUEST_SCHEME	"https"
CONTEXT_PREFIX	""
CONTEXT_DOCUMENT_ROOT	"/usr/local/vufind/public"
SERVER_ADMIN	"admin@localhost"
SCRIPT_FILENAME	"/usr/local/vufind/public/index.php"
REMOTE_PORT	"36212"
REDIRECT_URL	"/Record/redalyc_465645972005/Details"
GATEWAY_INTERFACE	"CGI/1.1"
SERVER_PROTOCOL	"HTTP/1.1"
REQUEST_METHOD	"GET"
QUERY_STRING	""
REQUEST_URI	"/Record/redalyc_465645972005/Details"
SCRIPT_NAME	"/index.php"
PHP_SELF	"/index.php"
REQUEST_TIME_FLOAT	1784433402.1585
REQUEST_TIME	1784433402

Environment Variables empty

Registered Handlers

0. Whoops\Handler\PrettyPageHandler

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Environment & details: