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Publication
Estratégias de storytelling nas campanhas da Super Bock (2019/2025)
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022115534 | 4.97 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente projeto de graduação tem como principal objetivo analisar as estratégias discursivas de storytelling, utilizadas pela marca portuguesa Super Bock nas suas campanhas publicitárias, no período compreendido entre os anos de 2019 e 2025.
A investigação proposta pretende analisar a evolução da comunicação da marca ao longo do tempo, através da análise de duas campanhas específicas: “Vamos pôr a cerveja em dia?” (2021) e “Nem sempre estamos super” (2025). A seleção destas campanhas baseou-se na sua visibilidade, coerência narrativa e relevância discursiva.
Ao adotar narrativas que promovem valores universais e com as dinâmicas sociais contemporâneas, a marca consegue não apenas promover os seus produtos, mas também construir uma identidade mais sólida e significativa no mercado. Além disso, ao assumir um papel simbólico na cultura nacional, a Super Bock pode diferenciar-se na concorrência, como uma marca que vai além da promoção do produto.
The main objective of this graduation project is to analyse the discursive storytelling strategies used by the Portuguese brand Super Bock in two of its advertising campaigns, between 2021 and 2025. This analysis aims to understand how the brand constructs emotional and symbolic narratives that connect with contemporary audiences, positioning itself beyond product promotion. The research focuses on two emblematic campaigns: “Sede de Abraços” (2021), launched in response to the emotional impact of the pandemic, and “Nem sempre estamos super” (2025), which introduces a more introspective and vulnerable narrative. These campaigns were selected based on their media visibility, narrative richness and symbolic relevance. A qualitative and multimodal approach was adopted, based on discourse analysis and visual semiotics. By observing visual frames, slogans and symbolic elements, the study explores how Super Bock's advertising storytelling contributes to the construction of brand identity and emotional resonance with its audience. It is concluded that, in these cases, storytelling serves as a powerful communicative tool, enabling the brand to occupy a symbolic and affective place in Portuguese culture.
The main objective of this graduation project is to analyse the discursive storytelling strategies used by the Portuguese brand Super Bock in two of its advertising campaigns, between 2021 and 2025. This analysis aims to understand how the brand constructs emotional and symbolic narratives that connect with contemporary audiences, positioning itself beyond product promotion. The research focuses on two emblematic campaigns: “Sede de Abraços” (2021), launched in response to the emotional impact of the pandemic, and “Nem sempre estamos super” (2025), which introduces a more introspective and vulnerable narrative. These campaigns were selected based on their media visibility, narrative richness and symbolic relevance. A qualitative and multimodal approach was adopted, based on discourse analysis and visual semiotics. By observing visual frames, slogans and symbolic elements, the study explores how Super Bock's advertising storytelling contributes to the construction of brand identity and emotional resonance with its audience. It is concluded that, in these cases, storytelling serves as a powerful communicative tool, enabling the brand to occupy a symbolic and affective place in Portuguese culture.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Keywords
Storytelling Publicidade Discurso publicitário Identidade de marca Super Bock Advertising Brand discourse Multimodality