A marca Oliveira da Serra na novela Laços de Sangue: um caso de brand placement

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Brand Placement in audiovisual fiction presents itself, for brands, as an alternative to the classical linear advertising, subject to saturation and audience fragmentation, using structures of meaning-making increasingly complex. This study analyzes the Brand Placement brand "Oliveira da Serra" in the soap opera "Laços de Sangue", in 43 episodes. The first part sets up the research questions, research objectives and methodology. Subsequently, presents the theoretical framework for Soap Opera, Marketainment and Brand Placement. The second part presents the empirical analysis, which describes the four types of placement identified in the soap opera - Advertisement, Tab "Alentejo" placement with no product and with product - and the relations between them; Troup (1991) variables used in the analysis of 12 inserts, 6 with product and 6 with no product, chosen randomly; and the conclusions. Finally, the examination of each insertion, quantification and relation boards and the character and scenario boards.
Original languagePortuguese
Pages (from-to)31-53
Number of pages23
JournalRevista de Comunicação e Marketing
Issue number1
Publication statusPublished - 17 Jun 2013


  • Soap opera
  • Brand placement
  • Product placement
  • Marketainement

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