Theuse of social media has made drastic changes in all human beings' lives today. People can communicate, interact, be social, gain knowledge of happening of the outer world, cook a variety of food, educate themselves, travel to any place and explore the world and can get a lot more advantages of using social media in daily life. Question 3.AbstractNew technologic environments secure to their users sophisticated exit routes to intrusive publicity. There is, actually a crescent recognition about the sophistication of consumers and the complex relationship between propaganda on the digital world. Such a position is supported by 200 million users of Ad blocking software estimated throughout the world. It seems clear that relevant, smart and attractive productions are key pieces to perpetrate advertising as a business in this environment. However, how does the social networks user synthesize these concepts? What are the motives that lead users of digital media to expose themselves to advertising messages? In view of the fact that the nature of the advertisements consumption requires a high degree of interest from the audience member for their exposure, we have conducted a study in Brazil and Portugal, developed by applying the method of Grounded Theory, firmly rooted in one hundred and eighteen in-depth interviews conducted in 2016 and 2017. The text is dedicated to introduce the three most consistent motivations categories towards exposure to advertisement, A. Information/Surveillance B. Humour Management and C. Personal mediaSelective attentionUses and gratificationsConsumptionExposure to propaganda Criterion 18-24 years old. finding can be certified by the reports of the Brazilian Media Survey researcher [1] which demonstrates that this is the most expressive group exposed to the internet in the country, and in Portugal, in the and in Portugal, in the OberCom [2] and ERC [3] which accuse the same results, young people are the most expressive group exposed to the the sample was subdivided into two age groups, 18â21 and 21â25; in five distinct social classes A, B, C1, C2 and D, according to Abipeme Brazil and Marktest Portugal criteria, that applies this model of categorization based on variables adequate to capture local realities. The data collection took place through in-depth interviews with students from local which the message reaches the receptor by algorithmic suggestion or the receptor deliberately searches for content about products and entertaining material can produce considerable excitation in its receptors. Its denomination refers to a unitary force that energizes or intensifies the cortical and autonomic manifestations stimulating in particular, affective reactions by initiating, neutralizing or altering the receptorâs mood states [7]. variant of traditional advertising. Its characteristic is editorial content that seeks to entertain or educate, involves its own media channel, with an interactive and captive community in which there is possibility of interaction, a qualified public that associates subscribes, follows for free initiative to the channel, media, and whose content is made available on the network depending on the chronology established by the content is a narrative structure usually linked to fiction. In the marketing processes of communication, we seek to attribute meanings to brands, products or technical processes in a creative context. The production of an âemotionalâ atmosphere for the potential consumer can stimulate involvement and sympathy for the latter. The Coca-Cola brand, often mentioned in the study, for example, uses in its campaigns motivational and aspirational elements, attaching value to the process of personal revolution, the celebration of life on the festive dates of the official calendar or random American actress well known in Brazil and of the collectionâs themes are three pillars of a good story would then be A. a character who captivates the receptorâs sympathy âIt is a character in pursuit of a goal in the face of some challengeâ; B. Appeal to emotions âEmotion triggers decision making, the advertiser should not talk about what he does, but why he does it.â When he makes his personal story, a process of empathy is created with the audience. âFree and passionate expressionâ of communication in the form of a narrative full of courageous ReferencesBrazilian Media Research 2015 Habits of media consumption by the Brazilian population. Brazil Presidency of the Republic, Secretariat of Social Communication, p. 49. Secom, BrasĂlia 2014. Network society survey p. 05 2014. The Internet in Portugal. Obercom Publications 2015. The new dynamics of audiovisual consumption in Portugal, p. 15 2016. K. Constructing Grounded Theory A Practical Guide Through Qualitative Analysis, p. 187. Sage Publications, London 2006 Google Scholar Criscuolo, I., Pacete Media and message. D. The Experimental Exploration of Gratifications from Media Entertainment. In Rosengren, Wenner, Palmgreen, P. eds. Media Gratifications Research, pp. 225â239. Sage Publications, Beverly Hills 1985 Google Scholar Zillmann, D. Television viewing and physiological arousal. In Bryant, J., Zilmann, D. eds. Responding to the Screen Reception and Reaction Processes, pp. 103â134. Lawrence Publishers, New Jersey 1991 Google Scholar Ferreira, R. M. C. Telenovelas Brasileiras e Portuguesas padrĂ”es de audiĂȘncia e consumo, Edise, Aracaju 2015 Google Scholar Odell, P. How to Unleash the Power of Storytelling in Marketing. Promotional marketing. references Author informationAuthors and AffiliationsUniversidade Federal de Sergipe, SĂŁo CristĂłvĂŁo, BrazilRaquel Marques Carriço FerreiraCIES IUL - Instituto UniversitĂĄrio de Lisboa, Lisbon, PortugalRita EspanhaAuthorsRaquel Marques Carriço FerreiraYou can also search for this author in PubMed Google ScholarRita EspanhaYou can also search for this author in PubMed Google ScholarCorresponding authorCorrespondence to Raquel Marques Carriço Ferreira . Editor informationEditors and AffiliationsNational Research University Higher School of Economics, St. Petersburg, RussiaDaniel A. AlexandrovITMO University, St. Petersburg, RussiaAlexander V. BoukhanovskyITMO University, St. Petersburg, RussiaDr. Andrei V. ChugunovNational Research University Higher School of Economics, St. Petersburg, RussiaYury KabanovNational Research University Higher School of Economics, St. Petersburg, RussiaOlessia KoltsovaNational Research University Higher School of Economics, St. Petersburg, RussiaIlya Musabirov Rights and permissions Copyright information© 2019 Springer Nature Switzerland AG About this paperCite this paperFerreira, Espanha, R. 2019. Exposition to Advertising Messages on Digital Media. In Alexandrov, D., Boukhanovsky, A., Chugunov, A., Kabanov, Y., Koltsova, O., Musabirov, I. eds Digital Transformation and Global Society. DTGS 2019. Communications in Computer and Information Science, vol 1038. Springer, Cham. 03 January 2020 Publisher Name Springer, Cham Print ISBN 978-3-030-37857-8 Online ISBN 978-3-030-37858-5eBook Packages Computer ScienceComputer Science R0
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