O USO DO STORYTELLING NA REDAÇÃO PUBLICITÁRIA: uma análise da campanha Em 2020, Brilhe do Seu Jeito, do Bradesco

Abstract

This research discusses the use of Storytelling in Advertising Copywriting from a analysis of the campaign In 2020, Shine Your Way, by Bradesco. Such an approach is justified by the the fact that Storytelling is a very efficient technique in Advertising Copywriting to call people's attention and generate connection with the target audience. The purpose of this study is to go through, briefly, the evolution of advertising in Brazil and show the relevance of Storytelling for the brands, analyzing how this strategy worked in Bradesco's campaign. This goal will be achieved through bibliographical, explanatory and qualitative research that will base the analysis of the campaign. Studies show that Brazilian advertising has evolved over the years, Consequently, the way of advertising has changed. Today, many brands use the Storytelling strategy to connect with your audience and achieve your goals as the example of the campaign In 2020, Shine Your Way.