Between Simulations and Dissimulations: towards a communication model for advertising that entertains

Authors

  • Aline Rebeca Amorim Rodrigues da Cunha Sobral Universidade Federal de Pernambuco

DOI:

https://doi.org/10.17058/rzm.v15i1.20600

Keywords:

Advertising and Entertainment, Semiotics, Circulation, Communication Model

Abstract

This study examines which meaning effects brands aim to achieve by associating themselves with entertainment and seeks to understand how advertising manipulation can influence audience appropriation. It analyzes the Buscapé spin-off through narrative programs (Barros, 2005), image reading (Santaella, 2012), and regimes of interaction (Landowski, 2014), highlighting simulation and dissimulation in the creation of bonds and proposing a communication model. The analysis shows that these strategies articulate emotional engagement and concealment within narratives and shape perception and consumption.

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Author Biography

  • Aline Rebeca Amorim Rodrigues da Cunha Sobral, Universidade Federal de Pernambuco

    Aline Rodrigues holds a PhD in Communication under an international cotutelle agreement between the Federal University of Pernambuco (Brazil) and the University of Murcia (Spain). She was a scholarship recipient from the Foundation for the Support of Science and Technology of the State of Pernambuco (FACEPE) and undertook academic mobility at the University of Murcia with funding from the CAPES Sandwich Doctorate Program Abroad. She holds a Master’s degree in Communication from the Graduate Program in Communication (PPGCOM) at the Federal University of Pernambuco (UFPE), also as a FACEPE scholarship recipient. She is a specialist in Strategic Marketing and Advertising from Faculdade dos Guararapes (FG) and holds a Bachelor’s degree in Social Communication, with a major in Advertising and Propaganda, from the Catholic University of Pernambuco (UNICAP). She is a member of the Hybrid Advertising and Consumer Narratives Research Group (PPGCOM-UFPE/CNPq). She has experience teaching in higher education and postgraduate lato sensu programs in Social Communication and Marketing, as well as professional experience in advertising agencies. Her research interests include Social Communication, Marketing, and Advertising.

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Published

2026-07-02

Issue

Vol. 15 No. 1 (2026): Conexões entre literatura, comunicação e cultura

Section

Seção Livre

License

A submissão de originais para este periódico implica na transferência, pelos autores, dos direitos de publicação impressa e digital. Os direitos autorais para os artigos publicados são do autor, com direitos do periódico sobre a primeira publicação. Os autores somente poderão utilizar os mesmos resultados em outras publicações indicando claramente este periódico como o meio da publicação original. Em virtude de sermos um periódico de acesso aberto, permite-se o uso gratuito dos artigos em aplicações educacionais e científicas desde que citada a fonte conforme a licença CC-BY da Creative Commons. Licença Creative Commons Creative Commons Atribuição 4.0 Internacional.

How to Cite

Sobral, A. R. A. R. da C. (2026). Between Simulations and Dissimulations: towards a communication model for advertising that entertains. Rizoma, 15(1), 4-25. https://doi.org/10.17058/rzm.v15i1.20600