Publication: Brand placement y advertainment: integración y fusión entre la ficción audiovisual y las marcas
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2007
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Universidad del País Vasco / Euskal Herriko Unibertsitatea, Servicio Editorial
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Abstract
Estamos siendo testigos directos de la mayor revolución habida en las estructuras y contenidos del mundo audiovisual y publicitario en nuestro país. Los cambios en los contenidos y formatos televisivos están estrechamente unidos a los producidos en el panorama de fórmulas publicitarias y, estos a su vez, a los cambios sociales de los espectadores-consumidores. La superación de las formas convencionales de hacer publicidad, viene siendo una realidad, avalada por la creciente diversidad de fórmulas que aparecen, proliferan, se copian y saturan el panorama televisivo en general y el publicitario en particular. De esta convivencia y conexión entre el mundo audiovisual y el del marketing publicitario, y como respuesta de adaptación al nuevo contexto, llegan, procedentes de EE.UU, nuevos ámbitos que están siendo realidad en nuestro país: advertainment, marketainment y brand placement.
We are direct witnesses of the greatest revolution that has occurred in the structures and contents of the audiovisual and advertising world in our country. The changes in television contents and formats are closely united to those occurring in the panorama of advertising formulas and these, in their turn, to the social changes of the consumer spectators. The superseding of the conventional forms of advertising is becoming a reality, backed by the growing diversity of formulas that appear, proliferate, are copied and saturate the television panorama in general and the advertising panorama in particular. From this coexistence and connection between the audiovisual world and that of advertising marketing, and as a response of adaptation to the new context, new fields are arriving from the USA that are becoming a reality in our country: advertainment, marketainment and brand placement.
We are direct witnesses of the greatest revolution that has occurred in the structures and contents of the audiovisual and advertising world in our country. The changes in television contents and formats are closely united to those occurring in the panorama of advertising formulas and these, in their turn, to the social changes of the consumer spectators. The superseding of the conventional forms of advertising is becoming a reality, backed by the growing diversity of formulas that appear, proliferate, are copied and saturate the television panorama in general and the advertising panorama in particular. From this coexistence and connection between the audiovisual world and that of advertising marketing, and as a response of adaptation to the new context, new fields are arriving from the USA that are becoming a reality in our country: advertainment, marketainment and brand placement.
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Keywords
Nueva publicidad, Brand placement, Series de ficción, Televisión y cine, New advertising, Fiction series, Television and cinema
Bibliographic citation
Zer: Revista de Estudios de Comunicación, 2007, n. 22, p. 341-367