LIACOM researcher Hadassa Oliveira has recently published the scientific article titled “Stories That Unite Us”: An Analysis of Rhetoric in Disney’s Advertising Campaigns in the journal Signos do Consumo.

The study, co-authored with Bruno Costa and Mariana Góis, analyses Disney’s Christmas campaign trilogy (2020–2022), exploring the communication and storytelling strategies used to strengthen the emotional connection between the brand and its audience.

The article is available here.