Memória televisiva e proximidade cultural

A TV aberta na publicidade da Netflix Brasil

Abstract

This article investigates how Netflix Brazil draws inspiration from Brazilian broadcast television to localize its advertising campaigns and build proximity with national audiences. To this end, we analyze five campaigns published on Netflix Brazil’s YouTube channel over the past 15 years. Our analysis is based on three recurring features: the use of local personalities, the parody of television formats, and different relationships with temporality, whether through nostalgia or the use of recent topics to generate conversation. The results show that the platform uses symbols associated with broadcast television to make its international content more appealing to Brazilian audiences.