Conteúdo de marca e identificação: fronteiras e lacunas nos instrumentos legais da publicidade brasileira

Abstract

This work verifies how the contemporary forms of publicity communication, specifically brand content, works in accordance with the current legislation, in terms of the identification of the advertiser. To realizate the work, we investigate the Brand Content and the documents that regulate the Brazilian advertising . From this reading, we verify how it manifests the ostensivity in award-winning brazilian advertisers at Cannes Lions festival. The results obtained indicate that, in spite of the characteristic hybridization of the form of communication, the brands do not hide the elements that allow the identification of the advertiser.