Visual culture and hybrid communication. New advertising forms applied to theatre
DOI:
https://doi.org/10.15448/1980-3729.2022.1.43365Keywords:
Advertising, Communication, Theatre, Sponsorship, Product placementAbstract
This research focuses on the relationship between hybrid formulas and new technologies and text theatre, with the aim of finding out their level of implementation and the possibilities they offer at a communicative level. It uses a panel of experts, questionnaires to professionals and a multiple case study. The results indicate that they are expanding strategies that allow new relationships to be established with the public and offer a multiplicity of creative formulas for brands in the digital era. It is an artistic expression that can offer very unique experiential events in the post-pandemic era.
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