O sentido de “viral” na publicidade (Fuvest 2013)
[O texto e precedido de duas imagens de comerciais: (1) foto de um homem sem camisa dentro de um box de banheiro, sob o chuveiro, segurando um produto, com a legenda sobreposta "OLD SPICE: 46,676 COMMENTS" e o credito "Courtesy of Wieden + Kennedy Portland"; (2) cena de animacao com dois passaros/personagens em um cenario rural com pirâmides ao fundo e um porco, com a legenda sobreposta "CHIPOTLE: 5,984,538 VIEWS" e o credito "Courtesy of Chipotle".]
Time was, advertising was a relatively simple undertaking: buy some print space and airtime, create the spots, and blast them at a captive audience. Today it’s chaos: while passive viewers still exist, mostly we pick and choose what to consume, ignoring ads with a touch of the DVR remote. Ads are forced to become more like content, and the best aim to engage consumers so much that they pass the material on to friends – by email, Twitter, Facebook – who will pass it on to friends, who will… you get the picture. In the industry, “viral” has become a usefully vague way to describe any campaign that spreads from person to person, acquiring its own momentum. It’s not that online advertising has eclipsed TV, but it has become its full partner – and in many ways the more substantive one, a medium in which the audience must be earned, not simply bought.
Newsweek, March 26 & April 2, 2012. Adaptado.
Fonte: Newsweek, March 26 & April 2, 2012.
No texto, a palavra “viral” refere-se a
- A) campanhas publicitárias divulgadas entre usuários de mídias eletrônicas.
- B) vírus eletrônicos acoplados a anúncios publicitários.
- C) mensagens de alerta aos consumidores para os riscos de determinados produtos.
- D) mídias eletrônicas que têm dificuldade em controlar a disseminação de vírus.
- E) quantidades de anúncios que congestionam as caixas postais dos usuários de correio eletrônico.