As marcas no cinema e as marcas do cinema em Portugal

Abstract

The development of cinema is closely linked to the development of modern advertising media. Although there are some references to the intersection between cinema, advertising, and marketing in Portugal, we lack a holistic study. With this exploratory work, we will analyse the presence of brands and their direct or indirect communication in some examples of Portuguese films until 1950, seeking to elaborate a first state of the art and point out ways, still little or not yet explored, for further investigations. To this end, we will develop an approach based on three perspectives: the advertising film; brands in cinema; cinema brands. In the first one, we will analyse some advertising and documentary films related to the business and commercial sectors; in the second, we will analyse the presence of brands in fictional production; in the third, we will explore the brands and mentions related to the cinematographic universe.