Análisis del brandplacement en la ficción audiovisual españolael caso de El Internado

Abstract

The dissemination of audiovisual fiction requires business practices to the publicity surrounding the brands offer the possibility to present their products to asegmented audience, and for producing savings in production costs. This paper aims to bring the technique of product placement in the Spanish audiovisual fiction series, focusing on the series El Internado. The development of unconventional forms of advertising continues its constant evolution, diversifying the forms of appearance and extending the life cycle of the message where the brand is immersed, thus advertising effectiveness. By use of this technique are joined by a growing number of companies committed togrowing this tactic long-distance ommunication in television, film and more recently in cultural industries, music, publishing ... By viewing and content analysis of the televisión series El Internado (7seasons, 71 episodes) aims to identify and categorize the various ways that are still present different brands, products, services and institutional frameworks been counted and seeing your progress within the series.