{"id":1475,"date":"2022-03-04T16:52:03","date_gmt":"2022-03-04T16:52:03","guid":{"rendered":"http:\/\/percursoseideias.iscet.pt\/?page_id=1475"},"modified":"2022-10-15T15:28:27","modified_gmt":"2022-10-15T15:28:27","slug":"mp2022n120003","status":"publish","type":"page","link":"https:\/\/percursoseideias.iscet.pt\/index.php\/mp2022n120003\/","title":{"rendered":"Volume 12 – 2022 (0003)"},"content":{"rendered":"\n
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\"\"<\/a> \"\"<\/a> Contents<\/a> \"\"<\/a> \"\"<\/a>
Archive<\/a><\/p>\n<\/div>\n\n\n\n

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Marketing 5.0: A Publicidade e as Narrativas que Conectam<\/strong><\/p>\n\n\n\n

Daniel Ladeira de Ara\u00fajo \"\"<\/a> \"\"<\/a> 1<\/sup><\/p>\n\n\n\n

1<\/sup> ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal<\/p>\n\n\n\n

\"\"<\/a> Download citation<\/a>. To cite this text:<\/p>\n\n\n\n

Ara\u00fajo, D. L. (2022). Marketing 5.0: A Publicidade e as Narrativas que Conectam, Percursos & Ideias<\/em>, 12<\/em>, 20-26.<\/p>\n\n\n\n

doi:10.56123\/percursos.2022.n12.20<\/p>\n\n\n\n

Published 12 October 2022. Language: Portuguese.<\/p>\n\n\n\n

Section: Marketing & Advertising.<\/p>\n\n\n\n

View Full Text PDF<\/a> \"\"<\/a> <\/p>\n\n\n\n

Abstract<\/strong><\/p>\n\n\n\n

This article proposes a reflection on the concept of Marketing 5.0 from the analysis of discourses present in advertising narratives. Added to this reflection is a brief literature review on aspects related to the process of discursive analysis and narratives present in an award-winning advertising campaign during the Covid-19 pandemic. Thus, this reflection seeks to understand how the advent of new technologies can be considered by marketing and communication professionals, concomitantly with behavioral and emotional aspects of consumers.<\/p>\n\n\n\n

Keywords<\/strong><\/p>\n\n\n\n

Marketing 5.0, Advertising, Communication, Speech analysis, Tourism.<\/p>\n\n\n\n

References<\/strong><\/p>\n\n\n\n

ARORA, A. et al. (2020), Reimagining marketing in the next normal<\/em>, [Consult. a 19.11.2021]. Dispon\u00edvel em: https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/reimagining-marketing-in-the-next-normal<\/a>.<\/p>\n\n\n\n

AUTHIER-REVUZ, Jacqueline (2004), Entre a transpar\u00eancia e a opacidade: um estudo enunciativo do sentido<\/em>, Porto Alegre, EDIPUCRS.<\/p>\n\n\n\n

BAKHTIN, Mikhail (2011), Est\u00e9tica da cria\u00e7\u00e3o verbal<\/em>, 6.\u00aa ed., S\u00e3o Paulo, WMF Martins Fontes.<\/p>\n\n\n\n

BARTHES, R. et al. (2013), An\u00e1lise estrutural da narrativa<\/em>, 8.\u00aa ed., Petr\u00f3polis, Vozes.<\/p>\n\n\n\n

BARTIK, A. W. et al. (2020), \u201cHow are small businesses adjusting to COVID-19? Early evidence from a survey\u201d, in National Bureau of Economic Research<\/em>, working paper 26989, [Consult. a 01.12.2021]. Dispon\u00edvel em: https:\/\/www.nber.org\/papers\/w26989<\/a>.<\/p>\n\n\n\n

BOURDIEU, Pierre (2021), O Poder Simb\u00f3lico<\/em>, 2.\u00aa ed., Lisboa, Edi\u00e7\u00f5es 70.<\/p>\n\n\n\n

CHARAUDEAU, Patrick (2013), Discurso das m\u00eddias<\/em>, S\u00e3o Paulo, Contexto.<\/p>\n\n\n\n

FIGARO, Roseli (org.) (2021), Comunica\u00e7\u00e3o e An\u00e1lise do Discurso<\/em>, S\u00e3o Paulo, Contexto.<\/p>\n\n\n\n

KOTLER, Philip; KARTAKAYA, Hermawan; SETIAEAN, Iwan (2021), Marketing 5.0: technology for humanity<\/em>, New Jersey, Wiley.<\/p>\n\n\n\n

LABERGE, L. et al. (2020), How COVID-19 has pushed companies over the technology tipping point and transformed business forever<\/em>, [Consult. a 01.12.2021]. Dispon\u00edvel em: https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/how-covid-19-has-pushed-companies-over-the-technology-tipping-point-and-transformed-business-forever.<\/a><\/p>\n\n\n\n

MARTINO, Lu\u00eds Mauro S\u00e1 (2014), Comunica\u00e7\u00e3o & identidade: quem voc\u00ea pensa que \u00e9?<\/em>, S\u00e3o Paulo, Paulus Editora.<\/p>\n\n\n\n

MEDINA, Cremilda (2003), A arte de tecer o presente: narrativa e cotidiano<\/em>, S\u00e3o Paulo, Summus.<\/p>\n\n\n\n

MOTTA, Luiz Gonzaga (2005), Narratologia, teoria e an\u00e1lise narrativa<\/em>, Bras\u00edlia, Casa das Musas.<\/p>\n\n\n\n

____ (2013), An\u00e1lise cr\u00edtica da narrativa<\/em>, Bras\u00edlia, Editora Universidade de Bras\u00edlia.<\/p>\n\n\n\n

ORLANDI, Eni Puccinelli (2017), An\u00e1lise de discurso: Michel P\u00eacheux<\/em>, Campinas, Pontes Editores.<\/p>\n\n\n\n

OWOLABI, A. B. (2009), \u201cEffect of Consumers Mood on Advertising Effectiveness\u201d, in Europe\u2019s Journal of Psychology<\/em>, 5(4), pp. 118-127, [Consult. a 20.11.2021]. Dispon\u00edvel em: https:\/\/doi.org\/10.5964\/ejop.v5i4.243<\/a>.<\/p>\n\n\n\n

RICHTER, A. (2020), \u201cLocked-down digital work\u201d, in International Journal of Information Management<\/em>, 55, 102157, [Consult. a 30.11.2021]. Dispon\u00edvel em: https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102157<\/a>.<\/p>\n\n\n\n

RUCKER, D. D. & PETTY, R. E. (2004), \u201cEmotion specificity and consumer behavior: anger, sadness, and preference for activity\u201d, in Motivation and Emotion<\/em>, 28(1), pp. 3-21.<\/p>\n\n\n\n

SILVA, W. M. da et al. (2021), \u201cDigital marketing, E-commerce and pandemia: a bibliographic review on the brazilian panorama\u201d, in Research, Society and Development<\/em>, 10(5), e45210515054, [Consult. a 08.12.2021]. Dispon\u00edvel em: https:\/\/doi.org\/<\/a>10.33448\/rsd-v10i5.15054<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Contents Archive Marketing 5.0: A Publicidade e as Narrativas que Conectam Daniel Ladeira de Ara\u00fajo 1 1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal Download citation. To cite this text:...<\/p>\n","protected":false},"author":6,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1475","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1475","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/comments?post=1475"}],"version-history":[{"count":36,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1475\/revisions"}],"predecessor-version":[{"id":2860,"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/pages\/1475\/revisions\/2860"}],"wp:attachment":[{"href":"https:\/\/percursoseideias.iscet.pt\/index.php\/wp-json\/wp\/v2\/media?parent=1475"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}