Análise da construção da imagem dos personagens e da recepção na campanha “#joguejunto”

Abstract

This is a work that evaluates how Vivo, Brazilian telefone company, built the image of the advertising boys Gabriel Jesus, Pelé and Paulinho in three commercials of the "#joguejunto" campaign, geared towards the 2018 World Cup in Russia, through concepts established by the theoretical framework. In addition, the study does a content analysis to know how the reception of the audience of these pieces was, and the documents used were the comments regarding the videos available on the company channel on Youtube. The hypothesis worked is that initially the public has a positive evaluation of the films, but that over time this reception becomes negative because of poor performances of players-characters in the World Cup in Russia. In two advertisings, this idea was fully confirmed. In the third, the hypothesis was partially confirmed, because the reason for the public's dissatisfaction was mainly by the "anti-Cup" feeling and not because of the athletes' performance.