Interaction and Media Convergence: Storytelling in Apple Commercial

Abstract

This work is a partial result of the Prolim Study Group - Processes and Languages of Media Images - CNPq, qualitative research whose main object of study is the soundtrack of the 2018 Christmas commercial from Apple, entitled “Share Your Gifts”, analyzing your media interaction with the consumer from the production and distribution in storytelling. The use of the storytelling format in his 2018 Christmas commercial, employed a soundtrack that is highlighted as an emotional connection between the brand and the subject, which contributes to their market relations, something that leads us to verify the interference and attention generated in the interlocutors from the soundtrack used. We started with the discourse analysis method, we verified through the analysis of this video that the way the interlocutors transmit a message intervenes directly in the story told by the company, that way, we perceive the need to understand the techniques used by storytelling in the campaign, as well as media and marketing practices to strengthen the brand, direct influence on the relationship between subject and means of communication. In this exchange in the means of communication, we also take into account emotional issues - these present in this storytelling soundtrack, which is part of this globalized communication trend; at the same time, we verify the message in its dissemination format that stands out among the big brands and their media influences. We realize that the use of storytelling has become one of the means of communicational convergence of major brands, they tend to focus on media interaction with the subject and to leverage the positioning of these brands in the market, it was found that the current consumer has also become the spokesperson for online dissemination - an active consumer, directly influencing these mediations of messages.