Em cartaz: Hollyfruti. Um estudo da apropriação cultural como estratégia comunicacional da marca Hortifruti

Abstract

Hortifruti Network, the largest distributor of fruit and vegetables in Brazil, headquartered in the State of Espirito Santo uses in its advertising campaigns the Hollywood filmmaking, aligned with its multimodal speech. The aim of this study is to see how the use of elements of the collective imagination and those of everyday people life becomes an important tool in communication strategies, that generate a kind of emotional connection, passing through all stages: to call the
attention of the public, to goad it by the creativity and humor, to interact and to cause the public identification with the brand. Therefore, we used depth hermeneutics method, grounded in the techniques of literature review, interview and case study. As a result, we expect that it may contribute to the reflection of the importance of building brand awareness through strategic and creative communications.