Humor e publicidade: um estudo do arquétipo bobo da corte na marca de chocolates Bis

Abstract

This work goals is to analyze how the chocolate brand BIS uses representations of the archetype of the “Jester” in its advertising pieces. To this end, a qualitative approach, of a theoretical nature was carried out through bibliographical research and content analysis of three advertising pieces published by the brand on social networks. From this examination it was possible to verify that, in the advertisements for the chocolate brand Bis, the main representations of the archetype are given by breaking rules, by turning a negative premise into a positive one and, by escaping the consequences of irresponsible behavior. Comicity, in turn, is present in the forms of laughter of superiority, in difference, in the failure of will, in jokes and in animal life found in the analyzed advertisements. It is concluded, therefore, that the Bis chocolate brand uses each of these characteristics in order to connect in a captivating and memorable way with its target audience.