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English to Portuguese: The marketing strategies used in the publicity campaign for the film Deadpool on the Internet General field: Marketing Detailed field: Cinema, Film, TV, Drama
Source text - English RESUMO
A publicidade de filmes está se tornando cada vez mais dinâmica e interativa com o uso da Internet como meio de divulgação. O presente trabalho tem como objetivo principal discutir as diferentes estratégias de marketing utilizadas na divulgação de filmes na Internet. Para tanto, a metodologia utilizada para este estudo foi a pesquisa qualitativa de caráter descritivo, através de um estudo de caso e utilizando diferentes métodos de pesquisa como a revisão da literatura, o levantamento de dados bibliográficos e a análise do conteúdo da campanha de Deadpool (2016) na Internet através de diferentes mídias e redes sociais, como Facebook, Twitter e Youtube. Também são discutidos os principais conceitos relacionados ao marketing cinematográfico e digital e suas ligações com uma nova forma de divulgar filmes utilizando a Internet como mídia principal. Além disso, questiona-se como as diferentes estratégias de marketing, como o marketing viral, marketing de conteúdo e marketing de relacionamento foram utilizadas na campanha do filme e quais as principais semelhanças e diferenças entre as campanhas de Deadpool no Brasil e nos EUA. Os resultados demonstram que a divulgação do filme nos dois países, apesar de suas diferenças, obtiveram resultados positivos com a utilização da Internet como mídia principal e das diferentes estratégias de marketing digital citadas.
Translation - Portuguese ABSTRACT
Film advertising is becoming more dynamic and interactive with the use of the Internet as a means of communication. The present work has as main objective to discuss the different marketing strategies used in the divulgation of films on the Internet. To do so, the methodology used for this study was the descriptive qualitative research, through a case study and using different research methods such as a review of the literature, the collection of bibliographic data and analysis of the content of the Deadpool (2016) campaign on the Internet through different media and social networks such as Facebook, Twitter and Youtube. Also discussed are the main concepts related to film and digital marketing and its links to a new way of publicizing movies using the Internet as the main media. In addition, it is questioned how different marketing strategies such as viral marketing, content marketing and relationship marketing were used in the film campaign and what are the main similarities and differences between Deadpool's campaigns in Brazil and the USA. The results show that the divulgation of the film in both countries, despite their differences, obtained positive results with the use of the Internet as main media and of the different digital marketing strategies cited.
Keywords: marketing; Internet; Deadpool; cinematographic market; viral; relationship; content.
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Translation education
Graduate diploma - Universidade Federal do Ceará
Experience
Years of experience: 10. Registered at ProZ.com: Apr 2017.
English to Portuguese and Portuguese to EnglishTranslator and transcriber.
I have a undergraduate degree in Social Communications and I specialize in Marketing, Publicity, Literature and Cinema. I also have a degree in English studies, with emphasis on the British and American languages.
In addition to translation, I have experience subtitling videos for TED.
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