Narrative strategies in advertising

exploring the differences and similarities between branded content and documentaries

Abstract

Brands are increasingly using audiovisual narratives to convey messages that spark interest, build identification, and create emotional connections with their audiences. Documentaries and Branded Content have emerged as two forms of language that are being used more and more in advertising due to their ability to tell personal and emotional stories through narrative. This study aims to research, "What are the differences and similarities between the application of documentaries and Branded Content as an advertising language?" The analysis of narrative structures in the selected films, "Kedi" (2016) and "Black Cat" (2019), provided a deeper understanding of how these distinct formats explore audiovisual language to communicate their messages. Theoretically grounded in the ideas of Moura (2021), Santa Helena and Pinheiro (2012) regarding the concept of Branded Content, and Lucena (2012), Melo (2013), and Nichols (2005) in the context of documentaries, this research not only expands the understanding of Branded Content and documentaries but also offers practical insights for marketing and advertising professionals seeking excellence in brand communication.