Pablo Viana (2016) resgata de forma ampla a evolucao da comunicacao de marca, buscando em particular definir os conceitos utilizados para identificar o processo de integracao do discurso publicitario aos conteudos, fixando-se sobretudo nos de Product Placement, Branded Content e Advertainment.
(122) See generally Lemi Baruh, "Publicized Intimacies on Reality Television: An Analysis of Voyeuristic Content and its Contribution to the Appeal of Reality Programming" (2009) 53:2 J Broadcasting & Electronic Media 190; June Deery, "Reality TV as Advertainment" (2004) 2:1 Popular Communication 1.
Aron Levitz, business development head of Wattpad, refuses to call it advertorial and instead coins a new term right during the interview and comes up with advertainment or advertising and entertainment.
Professor Bosshart's interests include the ever expanding circle of entertainment, such as we find in its various hybrid forms: edutainment, infotainment, advertainment, politainment, and other such combinations of education, information, advertising, politics, religion, sports, and military affairs with entertainment.
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