A atuação dos jingles nos meios digitais: uma análise do jingle “pá, pé, pio” para a marca cearense de calçados “Casa Pio”

Abstract

This work aimed to analyze the use of jingles in digital media using, specifically, the jingle "Pá, Pé, Pio" for the Cearense footwear brand Casa Pio. We analyzed, since the beginning of broadcasting in Brazil, where the jingle format emerged, until the emergence of TV and Internet in Brazil, which prompted the appearance of several other advertising formats, and forced the musical format to renew quickly. Given this, the research was conducted throughout the semester of 2019.2 and is presented from a qualitative approach, using a bibliographic research as a theoretical foundation in the discussion of the theme and a case study. Consumer and childhood issues are evident, and further fostered through digital media, encompassing media, social networks and interactive online applications. Because the jingle "Pá, Pé, Pio" transcended the margins and limits of television, reaching this digital network through the application developed for Casa Pio, contemplating the current way to reach the public, and providing new interactive features with the consumer. We obtain relevant answers to the theme, which prove and confront the arguments developed in the grounding of the work.