Hybridization between content and advertising messages in serial fiction: regulation and practice of product placement
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Abstract
The use of product placement in television fiction was regulated in most European states based on the European Audiovisual Media Services Directive (2007). While in Spain this practice was already very common before regulations, in the United Kingdom this type of advertising was not tolerated and the entry into force of the law meant a change in the practices of local producers. After several years of its implementation, in this communication we analyze the presence and use of product placement in the most watched fiction series in Prime Time making a comparison between the Spanish and British commercial channels. A quantitative content analysis has been carried out to determine the volume and duration of the product placement, the sectors of the advertised products and their way of presentation and importance on-screen. The results indicate that this practice is more widespread in Spanish fictions while in the United Kingdom, the use of this advertising technique is used more.Keywords
Advertising, Fiction, Product Placement, Regulation, TelevisionDownloads
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