<HTML><HEAD><TITLE>XII Congresso de Ciências da Comunicação na Região Nordeste</TITLE><link rel=STYLESHEET type=text/css href=css.css></HEAD><BODY aLink=#ff0000 bgColor=#FFFFFF leftMargin=0 link=#000000 text=#000000 topMargin=0 vLink=#000000 marginheight=0 marginwidth=0><table align=center width=700 cellpadding=0 cellspacing=0><tr><td align=left bgcolor=#cccccc valign=top width=550><font face=arial size=2><strong><font face=Verdana, Arial, Helvetica, sans-serif size=3><font size=1>XII Congresso de Ciências da Comunicação na Região Nordeste</font></font></strong><font face=Verdana size=1><b><br></b></font><font face=Verdana, Arial,Helvetica, sans-serif size=1><strong> </strong></font></font></td><td align=right bgcolor=#cccccc valign=top width=150><font face=arial size=2><strong><font face=Verdana, Arial, Helvetica, sans-serif size=1><font  size=1>ResumoID:PE14.318-1</font></em></font></strong></font></td></tr><tr><td colspan=2><br><br><table align=center width=700><tr><td>Modalidade: <b>Game (avulso)</b><p align=justify><strong>LISTERINE CUIDADO TOTAL: CRIAÇÃO DE UM ADVERGAME</strong></p><p align=justify><b><u>Heloise Dantas Oliveira </u></b>  (<i>UFPE</i>); <b>José Carlos de Moura Júnior </b>  (<i>UFPE</i>); <b>Karla Regina Macena Pereira Patriota </b>  (<i>UFPE</i>)<br><br></p><b><font size=2>Resumo</font></b><p align=justify class=tres><font size=2><META name=ProgId content=Word.Document>਍ഀ
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<SPAN style="FONT-FAMILY: 'Times New Roman'; FONT-SIZE: 12pt">Este é o resultado de um projeto experimental desenvolvido como requisito para a conclusão do Curso de Publicidade e Propaganda da UFPE. Trata-se da criação de um <SPAN style="FONT-STYLE: italic">advergame </SPAN>como solução publicitária para integrar a campanha pré-existente de lançamento do anti-séptico bucal Listerine Cuidado Total, solução esta capaz de gerar uma nova interação dos consumidores com a marca. Neste trabalho também são discutidos</SPAN><SPAN style="FONT-FAMILY: 'Times New Roman'; FONT-SIZE: 12pt">, além da prática da criação publicitária em meio digital, </SPAN><SPAN style="FONT-FAMILY: 'Times New Roman'; FONT-SIZE: 12pt">como as novas tecnologias podem ser aproveitadas em peças publicitárias e como tal utilização pode influenciar uma campanha.</SPAN></DIV></font></p><br><b>Palavras-chave: </b>&nbsp;Criação de advergame, Interatividade, Jogo eletrônico, Listerine Cuidado Total, Mídia digital</td></tr></table></tr></td></table></body></html>਍ഀ