Unindo-se ao caos: análise da percepção do público ao placement da Subway em Community

Abstract

This paper reflects on Subway's placement in the US TV series Community. Characterized as exploratory qualitative research, the article adopts both bibliographical research and a focus group as methodological approaches. This was primarily because it was necessary to discuss placement and its types in order to gain an understanding of brand insertion in the series and also to support the group's questionnaire. At the same time, the focus group made it possible to observe perceptions, opinions and the impact of the brand's action with a sample (made up for convenience) made up of people who are used to watching series, but were unaware of Community. The findings of the research show that Subway used plot placement with a significant impact for the brand. In addition, the importance of the contextualization of the series' narrative for the relevance of the brand's insertion is noteworthy.