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Posicionamento E Product Placement: Um Estudo De Estratégias Da Empresa Mcdonald’S No Cinema

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Posicionamento E Product Placement: Um Estudo De Estratégias Da Empresa Mcdonald’S No Cinema Guilherme Silveira de Oliveira TRABALHO FINAL DE GRADUAÇÃO II POSICIONAMENTO E PRODUCT PLACEMENT: UM ESTUDO DE ESTRATÉGIAS DA EMPRESA MCDONALD’S NO CINEMA. Santa Maria, RS 2015 Guilherme Silveira de Oliveira POSICIONAMENTO E PRODUCT PLACEMENT: UM ESTUDO DE ESTRATÉGIAS DA EMPRESA MCDONALD’S NO CINEMA. Trabalho apresentado ao Curso de Publicidade e Propaganda, Área de Ciências Sociais, do Centro Universitário Franciscano, como requisito parcial para obtenção do grau de Publicitário – Bacharel em Comunicação. Orientadora: Michele Kapp Trevisan. Santa Maria, RS 2015 Guilherme Oliveira POSICIONAMENTO E PRODUCT PLACEMENT: UM ESTUDO DE ESTRATÉGIAS DA EMPRESA MCDONALD’S NO CINEMA. Trabalho apresentado ao Curso de Publicidade e Propaganda, Área de Ciências Sociais, do Centro Universitário Franciscano. ____________________________________________________________ Michele Kapp Trevisan (Orientadora – Centro Universitário Franciscano) ____________________________________________________________ Carlos Alberto Badke (Professor – Centro Universitário Franciscano) ____________________________________________________________ Claudia Souto (Professora – Centro Universitário Franciscano) Aprovado em...... de............................ de ................ RESUMO O valor de uma marca vem de sua capacidade de criar um significado exclusivo e positivo na mente de seu consumidor. Esse significado se dá através do posicionamento de marca, o qual oferece uma série de benefícios para a mesma e deve ser transmitido ao público alvo de alguma maneira. A presente pesquisa visa estudar o posicionamento adotado pela marca McDonald’s e suas estratégias para comunicá-lo através do cinema, utilizando o product placement. Neste trabalho foi feita uma leitura da história da McDonald’s, envolvendo a crise enfrentada pela empresa em 2003 e chegando aos dias atuais. Foram analisados dois filmes, os quais carregam product placement da McDonald’s, apresentando posicionamentos de marca diferentes. Em Mac – O Extraterrestre (1988), a marca teve como público alvo a família e crianças, enquanto em Kingsman – O Serviço Secreto (2015), foi notado diferenças na maneira em como a marca foi apresentada, mostrando que a empresa possivelmente sentiu a necessidade de mudar de posicionamento e público alvo para sair de uma crise que causou danos à imagem da marca. Palavras-chave: Product Placement, posicionamento, marca, McDonald’s, cinema. ABSTRACT The value of a brand comes from it’s capacity of create a new exclusive and positive meaning in the mind of the consumer. This meaning come through the brand positioning, which offers a number of benefits to itself and must be transmitted to the target through some way. This present research aims to study the positioning adopted by the brand McDonald’s e it’s strategies to communicate it through movies, using product placement. In this work was made a reading through the history of McDonald’s, envolving the crisis faced by the company in 2003 until today. Here was analysed two movies, which carry product placement of McDonald’s, presenting differents brand positionings. In Mac and Me (1988), the brand had as target the family and kids, while in Kingsman (2015), it was notice the difference in the way how the brand was presented, showing that the company possibly felt the need of changing the positioning and target to see itself out of a crisis that caused damages to the brand image. Key words: Product placement, positioning, brand, McDonald’s, cinema. SUMÁRIO INTRODUÇÃO............................................................................................................1 1 MCDONALD’S: AMO MUITO TUDO ISSO!...........................................................4 1.1 Crise e reação...............................................................................................................11 2 POSICIONAMENTO E PRODUCT PLACEMENT: A MARCA DENTRO DA NARRATIVA..........................................................................................................................14 2.1 Product Placement.......................................................................................................17 2.2 Linguagem audiovisual: possibilidades expressivas do product placement no cinema......................................................................................................................................19 3 METODOLOGIA........................................................................................................24 3.1 Análise Fílmica............................................................................................................26 4 ANÁLISES..................................................................................................................28 4.1 Análise 1: Mac, O Extraterrestre.................................................................................28 4.2 Análise 2: Kingsman – O Serviço Secreto..................................................................34 5 COMPARAÇÃO E CONSIDERAÇÕES FINAIS......................................................43 REFERÊNCIAS BIBLIOGRÁFICAS.....................................................................................46 5 INTRODUÇÃO Devido a necessidade de uma marca estar em constante contato com seu público, de manter lembrança de marca e tentar ofuscar a dos concorrentes, novas formas de comunicação publicitária são criadas. Para além das mídias tradicionais, nas quais o anunciante dispõe de um certo espaço ou tempo para transmitir uma mensagem, foi criado há algumas décadas o product placement. O product placement, também conhecido como merchandising editorial ou tie-in (SAMPAIO, 1999), é uma ferramenta de inserção publicitária em que marcas são introduzidas no enredo de uma obra dramática, geralmente audiovisual, como filmes, novelas ou seriados. Sampaio (1999) explica que a prática desta técnica acontece quando um produto, marca, serviço ou empresa é citado, consumido ou simplesmente aparece em uma obra cinematográfica, programa de televisão, livro ou algum outro veículo de comunicação mediante o pagamento feito pelo anunciante. O autor afirma inclusive que o encontro de marcas, slogans ou outros tipos de materiais publicitários em games, eventos artísticos, musicais e esportes também é considerado product placement. Ao contrário de um comercial para televisão que é mostrado nos intervalos (pausas) entre um bloco e outro ou ainda entre programas, esta ferramenta não muda a obra, que segue tendo como foco o seu enredo, e não o produto ou marca. A utilização desta técnica estimula a globalização de marcas em filmes e seriados que podem ser assistidos em várias partes do mundo e faz com que estas possam gerar lembranças através de apenas uma obra audiovisual. Segundo Delarissa (2013), o consumidor atual, tanto de publicidade quanto de produtos, está cada vez mais crítico e resistente aos apelos da publicidade. Esse perfil de consumidor, segundo a autora, obriga as empresas a criarem comerciais mais criativos com o objetivo de diferenciar dos convencionais. Por isso, o campo da publicidade tem passado por evoluções e transformado seus formatos, cada vez mais entrando no espaço do entretenimento (DELARISSA, 2013). Belch (2007) cita como vantagens do product placement, particularmente em filmes, a exposição, pois atinge grande número de pessoas; o valor, dado que a publicidade de televisão em horário nobre tem custos mais elevados; a frequência, porque o espectador pode assistir diversas vezes o mesmo filme e lembrança e segmentação, uma vez que pode-se focar no público-alvo de certo filme. Como desvantagens, o autor considera o apelo limitado (pois não há detalhamento dos produtos); a reação do público, pois existem grupos de pessoas que consideram o product 6 placement algo negativo em uma obra audiovisual; concorrência acirrada (quando há mais de uma marca em uma obra audiovisual) e product placement negativo, o que acontece quando uma marca é percebida de forma negativa pelo público devido ao enredo da obra. Neste sentido, Belch (2007) afirma que sendo o product placement uma forma de divulgação e promoção, é natural que seja pensado a partir do posicionamento já adotado pela marca, produto ou empresa. O posicionamento é a maneira como o produto ou marca é vista pelos consumidores, ou seja, o lugar que este ocupa na mente do público em relação aos concorrentes. Normalmente a marca alcança o consumidor utilizando a publicidade e suas ferramentas, como o product placement, para assim sensibilizar o público e comunicar seu posicionamento. Segundo Kotler e Armstrong, os consumidores são sobrecarregados com informações sobre produtos e serviços e não conseguem reavaliar os produtos todas as vezes que tomam uma decisão de compra. Para simplicar o processo de compra, eles organizam os produtos, serviços e empresas em categorias e os 'posicionam’ em sua mente. O posicionamento do produto é um conjunto complexo de percepções, impressões e sensações que os consumidores têm de um produto em relação aos produtos concorrentes (KOTLER, P; ARMSTRONG, G, 2008, p. 180). Percebe-se então como é importante para a marca estar bem posicionada para o consumidor, pois esta terá uma imagem e um conceito o qual será determinante para o fator de decisão de compra do cliente. Uma das marcas mais conhecidas mundialmente é a franquia McDonald’s, uma empresa norte-americana fundada em 1955 por Richard Dick e Maurice McDonald e pertence a Ray Kroc desde 1960. Hoje, segundo o site oficial da empresa, Mcdonalds.com.br, a empresa está presente em 119
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