NEW TIMES WILL ALWAYS COME:

ARTIFICIAL INTELLIGENCE AS A MARKET STRATEGY IN THE VOLKSWAGEN FILM “GERAÇÕES”

Authors

DOI:

https://doi.org/10.18568/cmc.v21i60.2878

Keywords:

Affective Memory, Artificial Intelligence, Deepfakes, Advertising

Abstract

In the current conjuncture, artificial intelligence resources have been widely used as a creative solution in the conception of advertising pieces. In 2023, a Volkswagen commercial digitally recreated the image of singer Elis Regina, more than forty years after her death. Therefore, the objective of this work is to analyze the application of artificial intelligence as a marketing strategy in the advertising film “Gerações” and its effects on the public. As a methodological procedure, we used Content Analysis to investigate comments published on social network X by people who were exposed to the commercial. The results indicate that this type of resource is capable of provoking positive emotions that are driven by collective memory, but also raises questions, especially due to ethical dilemmas involving the use of the technology.

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Author Biographies

Leonardo Alexsander Lessa, Universidade do Sul de Santa Catarina

Doutorando e Mestre em Ciências da Linguagem pelo PPGCL da Universidades do Sul de Santa Catarina (UNISUL). Membro do Grupo de Pesquisa Memória, Afeto e Redes Convergentes (.marc). Graduação em Comunicação Social (UNISUL).

Mario Abel Bressan Júnior, Universidade do Sul de Santa Catarina

Doutor em Comunicação Social pela Pontifícia Universidade Católica do Rio Grande do Sul (PUC-RS), com mestrado em Ciências da Linguagem e graduação em Comunicação Social - Publicidade e Propaganda, ambos pela Universidades do Sul de Santa Catarina (UNISUL) Professor titular do Programa de Pós-Graduação em Ciências da Linguagem (PPGCL) da UNISUL. Coordena o .marc - Grupo de Pesquisa Memória, Afeto e Redes Convergentes.

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Published

2024-05-23

How to Cite

Lessa, L. A., & Bressan Júnior, M. A. (2024). NEW TIMES WILL ALWAYS COME: : ARTIFICIAL INTELLIGENCE AS A MARKET STRATEGY IN THE VOLKSWAGEN FILM “GERAÇÕES”. Comunicação Mídia E Consumo, 21(60). https://doi.org/10.18568/cmc.v21i60.2878

Issue

Vol. 21 No. 60 (2024): JAN/ABR

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.