Una Vespa para Luca Víctor Álvarez-Rodríguez; Gloria Jiménez-Marín; David Selva-Ruiz
Fotocinema,
01/2023
26
Journal Article
Peer reviewed
Open access
Este trabajo es una exploración teórica sobre la aplicación de la herramienta de emplazamiento publicitario en el cine de animación de Pixar. En concreto, se analiza en la presencia de marcas reales ...y marcas ficticias en distintas películas de la compañía cinematográfica y su importancia en el relato. En una lectura de conjunto, destaca con especial atención el trabajo realizado con la marca Vespa para el film Luca (Casarosa, 2021). Es un caso sin precedentes en la historia de la empresa y resulta paradigmático para su storydoing. Para realizar este estudio, se ha aplicado una metodología exploratorio-descriptiva donde se profundiza en la cuestión utilizando herramientas de medición audiovisual y de narratología. Como resultado, obtenemos un estudio cualitativo que refleja la importancia del uso de esta ténica con aplicaciones narrativas para diseñar y comunicar relatos interpretables por el espectador contemporáneo.
The company started to use an advertising technique that was deemed sufficient, namely by using product placement or brand placement. This study was to determine the effectiveness of product ...placement on the brand awareness survey of the Korean Drama Descendant of The Sun audience in Tangerang. The paradigm used in this research is positivistic, with a quantitative approach to survey methods for Korean drama audiences Descendant of the Sun with non-probability sampling using accidental sampling. The results showed that the product placement made by Hyundai in the Korean drama Descendant of the Sun contributed 44.7% to the brand awareness of the Korean drama Descendant of the sun audience
The findings suggest that the storytelling of the trailer is important for the gamer; however, it is not the source of a final decision, since they see the latest reviews and videos about the ...product. The participants prefer to investigate the aspects of the video game since it involves financial and time investment that regular gamers keep in mind before making a decision. Los videojuegos también atraen la atención de muchas marcas que ven el potencial de este nuevo mundo, el cual genera una gran oportunidad para la publicidad de product placement debido a que los gamers tienen una mayor probabilidad de recordar las marcas aparecidas durante sus jornadas de juego (Flores et al., 2018; Leng et al., 2015). Diversos estudios se basan en el product placement y en el advergaming (Flores et al., 2018; Gonzalez & Miranda, 2018; Leng et al., 2015); sin embargo, pocos estudian los tráileres para analizar el por qué los gamers esperen su llegada para poder adquirirlo.
This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers' visual attention, the use of persuasion knowledge, and brand responses. ...The results showed that (1) a combination of text ("This program contains product placement") and a product placement (PP) logo was most effective in enhancing the recognition of advertising and that a logo alone was least effective; (2) this effect was mediated by viewers' visual attention to the disclosure and brand placement; and (3) the recognition of advertising consequently increased brand memory and led to more negative brand attitudes.
Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content ...credibility, and social media engagement on users' acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.
Summary
Background
Unhealthy food marketing is a powerful determinant of unhealthy diets and obesity among children. Although it is known that food marketers target young people on social media, no ...study has yet quantified children's exposure on these platforms.
Objectives
To compare the frequency and healthfulness of food marketing seen by children and adolescents on social media apps as well as estimate their weekly exposure.
Methods
101 children and adolescents (ages 7‐16 years) completed a survey on their media use and were recorded using their two favourite social media apps for 5 minutes each on the mobile device they usually use. Recordings of app use were reviewed to identify food marketing exposures.
Results
Overall, 72% of participants were exposed to food marketing. Of the 215 food marketing exposures identified, most promoted unhealthy products such as fast food (44%) and sugar‐sweetened beverages (9%). Adolescents viewed more instances of food marketing, on average, per 10‐minute period compared with children (Mean SD = 2.6 2.7 versus 1.4 2.1, U = 1606, z = 2.94, P = 0.003). It was also estimated that children and adolescents see food marketing 30 and 189 times on average per week on social media apps, respectively.
Conclusions
Statutory regulations restricting unhealthy food marketing to adolescents and children on social media should be considered.
The sitcom
How I Met Your Mother
(2005–14) applies a narrative with a transmedia perspective, using advertising techniques that had been unusual for its genre up to that point. We refer to the ...reverse product placement tool as a technique to expand the narrative in a ground-breaking way through books apparently written by one of the characters in the series. This study explores the communicative dimensions applied by its developers through an exploratory-descriptive methodology that offers a qualitative analysis. We conduct a bibliographic study alongside an exclusive interview with the co-creator of the series, Carter Bays. Consequently, our study dissects the communicative process from a semantic and advertising perspective with an international reach. Finally, the results identify a paradigmatic case that takes advantage of the communicational context to build a transmedia narrative, giving rise to an intertextual and parasocial interpretation.
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)×2 (high brand familiarity ...vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers' memory for brands placed in video games. Results suggest that consumers recall familiar brands placed in the video game better than unfamiliar ones. Familiar brands also performed better in a brand recognition measure than unfamiliar brands. As no interaction effect of repetition was found, both familiar and unfamiliar brands will benefit equally of the effect of repetition. Managerial implications, limitations, and future research are also addressed.
•Consumers recall better familiar than unfamiliar brands placed in the video game.•Repetition increases recall for familiar brands.•No interaction effect between brand familiarity and repetition was found.
Brand Placements (BP), a predominant strategy to ensure brand prominence has not been explored substantially concerning its role in reality shows (RS). This study on content analysis examines the ...prevalence and pervasiveness of BP in RS with specific reference to 'Bigg Boss', a highest Television Rating Point (TRP) rated Indian RS. The results indicate that the brands have appeared at least once for every minute with an average appearance of 5 seconds, and exhibit that BP are integrated through the plots of RS. The findings imply that BP in RS will deliver better outcomes in comparison with other media platforms.
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