Utilización del brand placement en la filmografía de Quentin Tarantino

Autores/as

DOI:

https://doi.org/10.14198/MEDCOM.25388

Palabras clave:

product placement, Quentin Tarantino, cine, comunicación, publicidad

Resumen

La utilización del product placement como herramienta de comunicación y publicidad en los medios audiovisuales se ha ido incrementando en las últimas dos décadas al tiempo que iba decayendo el empleo de otras formas más tradicionales debido a un aumento de su rechazo por parte del público. Este estudio tiene como objetivo analizar en profundidad el uso del product placement en la filmografía de Quentin Tarantino, tratando de determinar el número de casos, los tipos de productos y marcas que más aparecen, el tiempo total por película que se destina a ello, el tipo de emplazamiento, así como otros aspectos técnicos relacionados con el mismo. La metodología empleada es de tipo cuantitativo a partir del análisis de contenido de los datos resultantes de la tabulación de todos los casos de product placement que aparecen en las películas del director. Los resultados de la investigación evidenciaron la presencia de product placement ficticio y, por lo tanto, su coexistencia con el product placement real, así como la preferencia por comunicar el emplazamiento de manera visual. Se concluye que Tarantino utiliza este tipo de publicidad en toda su filmografía, con un promedio de 41,7 casos por película, en su mayor parte de una forma intencionada para ambientar y aportar realismo en las escenas.

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Estadísticas

Estadísticas en RUA

Publicado

01-01-2024

Cómo citar

Gutiérrez-Aragón, Óscar, Fondevila-Gascón, J.-F., Gassiot-Melian, A., & Hidalgo-Naharro, M. (2024). Utilización del brand placement en la filmografía de Quentin Tarantino. Revista Mediterránea De Comunicación, 15(1), 217–234. https://doi.org/10.14198/MEDCOM.25388

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Sección

Monográfico. Industrias creativas en la red