Resumen

Over time, brand communication has changed. Nowadays, there are several ways that companies use to transmit their message to the public. The current context of communication reflects an unquestionable need for brands to distinguish themselves. To that end, they design videos to attract their customers, since the symbiosis between the structure and the narrative´s elements is a powerful tool to convey information about the brand.
In this sense and considering that when transported to a narrative the members are less critical, the aim of this study is to identify a relationship between sociodemographic characteristics of participants and the “narrative structure”, “joy” and “transportation” of the video ad.
The object of this study is the video ad “Cara de Beirão” published by the portuguese brand “Licor Beirão”. It was used as a data collection tool an online questionnaire, previously validated by experts. The sample of this study is composed by 319 individuals.
The results show that “narrative structure”, “joy” and “transportation” of the advertising are influenced by gender, academic qualifications, professional status and age. This work offers important contributions to the brand’s marketing strategies.