The representation of the real as a sales argument: a comparative analysis of video ads

Abstract

The study compares how two ads build their narratives in order to entertain the public and sell their brands in the digital environment. It examines the pieces Eduardo and Monica – of the brand Vivo – and Portraits of Real Beauty – of the Dove brand, 2013. The research aims to perform a literary analysis of the narrative mimesis in order to reflect on the use of traditional strategies that are still used and, although the analyzed commercials present certain similarities, they have significant divergences.