IPAM - Lisboa - Dissertação de Mestrado
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- How product placement in fiction can be utilized as a marketing strategy to attract the user´s attention and boost sales in the modern eraPublication . Miguel Artigas, Elena de; Pacheco, NatáliaZapping has been one of the most popular practices in the last decade to escape from traditional advertising. As a result, the sector has had to reinvent itself with new formulas. One of them has been product placement, an advertising strategy that consists in introducing a brand within audiovisual content. Brands have seen product placement as a new opportunity to advertise, giving visibility to their products or services in situations where consumers are attentive to what is happening on the screen. This has generated more effective advertising, made it easier to remember, and allowed it to reach a greater number of people. For this thesis, the following research question was formulated: How does companies have incorporated their products in Spanish TV series? To answer it, a qualitative methodology focused on observation and based on content analysis has been used to investigate product placement in television series. Through the series analysis, it has been possible to observe how brands introduce their products into the plot in a natural way to avoid them being perceived as advertising, as well as the link with the different characters. On the other hand, the existing gender gap in the national panorama has been confirmed, and attempts are made to seek equality without this reflecting a reality congruent with the audiovisual culture.