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RESUMO Este trabalho busca refletir sobre os regimes de espectatorialidade nas experiências ofertadas pela ciberpublicidade. A partir do conceito de publicidade pervasiva – aquela que se faz com a participação do corpo do indivíduo/consumidor e com a apropriação dos espaços urbanos – busca-se discutir este consumo de experiências como um fenômeno social, destacando a relevância simbólica que o comportamento dos consumidores oferece à estratégia publicitária. Discute-se também acerca dos conceitos de participação e de imersão neste fenômeno, tendo como ponto de partida a experiência do consumidor nas campanhas. Para isso, analisam-se duas ações publicitárias: “Push to add drama”, da emissora TNT, da Bégica, e “Reignite your Va Va Voom” da Renault Clio, do Reino Unido. ABSTRACT This paper seeks to reflect on spectatorship regimes in the performing experiences offered by cyber advertising. From the concept of pervasive advertising –the one that occurs with the participation of the individual/consumer’s body and the appropriation of urban spaces– we try to discuss this consumption experiences as a social phenomenon, highlighting the symbolic importance that consumers’ behavior offers for advertising strategies. We also discuss the concepts of participation and immersion in this phenomenon, taking as its starting point the consumer experience in campaigns. To this end, we analyze two advertising actions: “Push to add drama,” by Belgium’s TNT and “Reignite your Va Va Voom”, by United Kingdom’s Renault Clio. More than a simple push of a button: a reflection on spectatorship and immersion in pervasive advertising schemes

Más que un simple pulsar un botón: una reflexión sobre espectadores y la inmersión en los sistemas de publicidad omnipresente