La percepción del product placement de marcas locales en las series de ficción regionales | Product placement perception of local brands in regional fictional series
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Abstract
Resumen
Este artículo trata sobre la presencia de product placement en las series de ficción en Galicia y sobre la percepción del mismo por parte del consumidor. La hipótesis de partida para la investigación ha sido la de considerar que la cercanía del consumidor los productos comerciales de difusión comercial local o regional puede provocar un mayor reconocimiento de los mismos en el contexto audiovisual, así como un incremento en el índice de recuerdo de la marca. Para este análisis se ha estudiado la presencia de productos comerciales en la primera temporada de Padre Casares, serie televisiva de ficción gallega con difusión autonómica primero y nacional después. El estudio se ha hecho sobre la base de investigaciones previas relativas a la presencia de marcas locales en productos audiovisuales también locales o regionales.
Palabras clave
Product placement; publicidad; local; series de ficción.
Abstract
This article deals with the use of product placement in Galician television series and the way consumers perceive it. The main hypothesis of this research work is the idea that consumers proximity to local or regional commercial products can make it easier for them to recognize these products in the audiovisual context and improve the recalling rate for those brands. For this analysis we have studied the presence of commercial products in the first season of Padre Casares, a Galician fictional television series which had a regional broadcasting at first and a national one later. This study has been made on the basis of previous research works regarding the presence of local brands in local and regional audiovisual products.
Keywords
Product placement; advertising; local; fictional series.
Traducido por Esteban Otero Fervenza
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