Da televisão ao feed: análise das diferentes aplicações da redação publicitária na televisão e no Instagram

Abstract

This term paper aims to verify how the writing techniques have adapted from television discourse to Instagram. The scientific embasament comes through descriptive and documentary research, in which the characteristics of the writing are described for later analysis of the ?Skol Puro Malte? lauching campaign. Through the analysis, it was found that the advertising writing techniques were adapted from the television discourse to Instagram, mainly through two points: alignment of the narrative and adaptation to the structure that the media allows. Thus, it was possible to understand the changes that the advertising scenario went through, especially that of the newsroom, and how it adapted to the new realities and possibilities of the digital world, such as Instagram (sic).