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FUNDAÇÃO GETULIO VARGAS ESCOLA DE ADMINISTRAÇÃO DE EMPRESAS DE SÃO PAULO LAETITIA MAY JULIETTE SYBILLE DE PANAFIEU TELENOVELAS IN BRAZIL: A DREAM FACTORY? PRODUCT PLACEMENT IN BRAZILIAN TELENOVELAS SÃO PAULO 2016 LAETITIA MAY JULIETTE SYBILLE DE PANAFIEU TELENOVELAS IN BRAZIL: A DREAM FACTORY? PRODUCT PLACEMENT IN BRAZILIAN TELENOVELAS Thesis presented to Escola de Administração de Empresas de São Paulo of Fundação Getulio Vargas, as a requirement to obtain the title of Master in International Management (MPGI). Knowledge Field: ECONOMICS Adviser: Prof. Dr. JULIA ALICE SOPHIA VON MALTZAN PACHECO SÃO PAULO 2016 Panafieu, Laetitia May Juliette Sybille de. Telenovelas in Brazil : a dream factory? / Laetitia May Juliette Sybille de Panafieu. - 2016. 84 f. Orientador: Julia Alice Sophia von Maltzan Pacheco Dissertação (MPGI) - Escola de Administração de Empresas de São Paulo. 1. Telenovelas - Brasil. 2. Audiência de televisão. 3. Merchandising. 4. Publicidade. 5. Produtos industrializados. I. Pacheco, Julia Alice Sophia von Maltzan. II. Dissertação (MPGI) - Escola de Administração de Empresas de São Paulo. III. Título. CDU 659.1(81) LAETITIA MAY JULIETTE SYBILLE DE PANAFIEU TELENOVELAS IN BRAZIL: A DREAM FACTORY? PRODUCAT PLACEMENT IN BRAZILIAN TELENOVELAS Thesis presented to Escola de Administração de Empresas de São Paulo of Fundação Getulio Vargas, as a requirement to obtain the title of Master in International Management (MPGI). Knowledge Field: ECONOMICS Approval Date 18/11/2016 Committee members: _______________________________ Prof. Dr. JULIA ALICE SOPHIA VON MALTZAN PACHECO _______________________________ Prof. Dr. BENJAMIN ROSENTHAL _______________________________ Prof. Dr. GEORGE BEDINELLI ROSSI ABSTRACT This research analyzes “telenovelas” in Brazil, with the objective of defining to what extent these popular programs represent a dream factory, literally as an industry that sells dreams and metaphorically in terms of profitability. The angle of this exploratory study will focus on product placement in Brazilian “telenovelas” that is the promotion of a product integrated in the plot or the settings themselves. The purpose of this thesis is to highlight best practices in terms of merchandizing, by analyzing the reactions - in theory and in practice - of audience when confronted to product placements in “telenovelas”. A sum up of books and papers already published on the subject within a classic literature review will allow us to have a theoretical point of view on the matter. The collection of qualitative primary data through the conduct of several interviews will lead us to confront these theories to practice and identify main trends allowing brands to be as efficient as possible when promoting a product through televisual programs in general, and “telenovelas” in particular. KEYWORDS Telenovelas, Brazil, Publicity, Product placement, Merchandizing RESUMO Esta pesquisa analisa as telenovelas no Brasil, com o objetivo de definir em que medida esses programas populares representam uma fábrica de sonhos, literalmente como uma indústria que vende sonhos e metafóricamente em termos de rentabilidade. O ângulo deste estudo exploratório se concentrará na colocação de produtos em "telenovelas" brasileiras, que é a promoção de um produto integrado na trama ou as próprias configurações. O objetivo desta tese é destacar as melhores práticas em termos de merchandising, analisando as reações - na teoria e na prática - da audiência quando confrontada com colocações de produtos em telenovelas. Uma soma de livros e artigos já publicados sobre o assunto dentro de uma revisão de literatura clássica nos permitirá ter um ponto de vista teórico sobre o assunto. A coleta de dados primários qualitativos através da realização de várias entrevistas nos levará a confrontar essas teorias para praticar e identificar as principais tendências que permitem que as marcas sejam tão eficientes quanto possível na promoção de um produto através de programas televisivos em geral e, especialmente, de telenovelas. PALAVRAS CHAVES Telenovelas, Brasil, Publicidade, Colocação de produtos, Merchandizing Table of contents List of tables, charts and images…………………………………………………………… 9 Introduction…………………………………………………………………………………. 10 1. Presentation of “telenovelas” and Literature Review…………………………............ 12 1.1 Presentation of “telenovelas”…………………………………………………….. 12 1.1.1 History of “telenovelas”………………………………………………...... 12 1.1.1.1 Genesis of a genre…………………………………………….. 12 1.1.1.2 Specificities of Brazilian “telenovelas”………………………. 13 1.1.1.3 From 1965 to nowadays: politics and “telenovelas” in Brazil.. 15 1.1.2 The industry of “telenovelas”…………………………...………………. 20 1.1.2.1 Exportation of “telenovelas”…………………………………. 20 1.1.2.2 Projac project…………………………………………………. 23 1.1.2.3 Current challenges……………………………………………. 24 1.2 Publicity and “telenovelas”……………...…………………………………....…. 26 1.2.1 Presentation of the industry………………………………………………. 26 1.2.2 Product merchandizing…………………………………………………... 29 1.2.2.1 Direct advertising……………………………………………... 29 1.2.2.2 Indirect product placement in “telenovelas”…………………. 30 1.2.2.3 Cross-promotion and virtuous circle of product derivatives….. 35 1.2.2.4 Risks and excesses of product placement…………………….. 38 1.2.3 The concept of “telenovela” flow………………………………………... 41 1.2.3.1 Definition of the notion……………………………………….. 41 1.2.3.2 Telenovelas organize time and space…………………………. 42 1.2.3.3 The process of identification…………………………………. 43 1.2.4 Social merchandizing in “telenovelas”………………………………….. 48 1.2.4.1 Overview of the notion……………………………………….. 48 1.2.4.2 Measurable impact of social merchandizing…………………. 51 1.2.4.3 Telenovelas, a modern platform for public debate………….... 52 1.2.4.4 Identity crisis in telenovelas & limits of social merchandizing..54 2. Methodology………………………………………………………………………….. 58 2.1 Secondary data……………………………………………………………………. 58 2.2 Primary data………………………………………………………………………. 58 2.2.1 Interview guide…………………………………………………………... 58 2.2.2 Interview grid……………………………………………………………. 60 2.2.3 Case study and “telenovela” sequences………………………………….. 61 3. Results………………………………………………………………………………… …. 64 3.1 General knowledge……………………………………………………………….. 64 3.1.1 Practice of “telenovelas”………………………………………………… 64 3.1.2 Representation of Brazilian society……………………………………… 65 3.2 Publicity and “telenovelas”: lessons learned…………………………………….. 66 3.2.1 Best practices……………………………………………………...……... 66 3.2.2 The identification, key success factor of product placement efficiency…. 69 3.2.3 Telenovelas and social merchandizing……………………………....…... 71 Conclusions……………………………………………………………………………….... 72 Bibliography…………………………………………………………………………………74 Appendices…………………………………………………………………………………. 80 List of tables, charts and images Table 1: Top 10 Brazilian “telenovelas” exported with number of countries Table 2: Top 10 advertisers on TV in value of insertions January - April 2012 Table 3: Top 10 advertisers on TV in volume of insertions January - April 2012 Table 4: Sum up of the different types of product placement Table 5: Number of scenes using social themes in Globo TV “telenovelas” 2000 - 2005 Chart 1: Exportation zones of Brazilian “telenovelas” Chart 2: Evolution of average audience for 8/9 pm “telenovelas” Chart 3: Evolution of advertising investment on TV 2014-2015 Image 1: Advertisement for nail varnish Risqué Image 2: The virtuous circle of product placement in a schematic image 10 Introduction Brazil is one of the countries in the world where television is the most popular. Indeed, «there are more televisions than refrigerators»1 as, according to Target group Index, 98 % of households have at least one television2. And among the programs broadcast by TV Globo - the biggest Brazilian media firm - “telenovelas” are probably the most popular type. They are very different from American soap operas and have a real incidence on the daily life of thousands of Brazilian people, which makes the relevance of the analysis. The most striking example concerns fashion, as “telenovelas” are literally used as a shop window for brands, through product placement, or tie-in, consisting in the promotion of products or services integrated within the plot or scenes themselves. This practice is very common in the United States, but also in Brazilian “telenovelas” and could be called a dream factory both because it contributes to «selling dreams» to Brazilian audience, and because it is very profitable - for TV Globo and advertisers. I decided to analyze to what extent this metaphorical parallel could be made, by choosing the research problem: «”telenovelas” in Brazil: a dream factory?», taking publicity and product placement as main angle of analysis. Given their impact on Brazilian economy and society, it is actually surprising that there has been quite little attention paid to “telenovelas” in literature, most of the research taking the form of sociological critiques. Indeed, Brazilian “telenovelas” have appeared in the 1960s, at first as a tool used by the military dictatorship to unify the country. Studies on the subject weren’t really developed, partly due to censorship, and the field of study gained visibility with the return to democracy in 1985. Several academic papers analyzing “telenovelas” have been published since then, but quite a few have focused on the specific angle of product placement. The main objective of this thesis was to explain a specific phenomenon rather than increasing theory. Indeed, questions remain on this particular subject: how are products and services placed in “telenovelas”?