Un nuevo marco regulador para el sector audiovisual en Europa: la Directiva 2018/1808 en el contexto de la convergencia mediática y el mercado único digital

Otero, Juan María Martínez

doi:10.18042/cepc/rdce.63.05

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2021

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“…La dificultad que supone este panorama para la publicidad convencional ha propiciado que plataformas como Netflix o HBO utilicen el emplazamiento de producto (Suárez-Cousillas et al, 2019), una fórmula publicitaria que también se ha visto impulsada por la flexibilización del marco regulador para el sector audiovisual en áreas como Europa (Martínez Otero, 2019).…”

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Análisis del emplazamiento de producto en tres series originales de Netflix

Boix-Romero

Vilaplana-Aparicio

Ortiz

2021

Comysoc

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Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines the use of product placement in three of Netflix’s original series, to understand how it behaves on this platform. The results indicate that it is a settled formula, but that the type of location or the number of marks is determined by the plot. Likewise, the fact that the audience is not restricted to a specific country seems to favor the presence of global brands.

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