Publicidade e propaganda no cinema: um estudo sobre os anos 1980

Abstract

This paper explores the history of cinema and the impact of advertising and product placement in 1980s films, with an emphasis on three significant works: Ferris Bueller's Day Off (1986), They Live (1988), and Top Gun (1986). The research examines how these films strategically integrated brands and shaped viewers' consumption habits. The study combined quantitative methods, using surveys applied to a random sample, and qualitative methods, through focus groups that deepened the analysis of audience perceptions. An interview with a cinema professional further enriched the discussion about marketing strategies and their cultural impacts. The results highlighted cinema as a tool for advertising and propaganda, and a more critical and attentive audience regarding messages in films, considering those from the 1980s more subtle than current ones. Moreover, the study underscored the sociocultural and historical influence of cinema and the balance between narrative and messaging achieved during that decade. [resumo fornecido pelo autor]