The persistence of the product placement in the viewer’s memory and its relation with the dramatic structure. A Case study in Alex de la Iglesia cinema
Year: 1970
Type: article
Abstract: In the placement of a product within an audiovisual fiction work, the brand, as well as being the subject of a commercial communication, is always a narrative element of the story in which it is integrated. Therefore, with more or less relevance, it can be associated with different dramatical positions of structural order. This research aims to analyze the relationship between the memory of the presence of a brand in a narrative film that has a spectator, following the consumption of the movie, and the position that the placement has in the dramatic structure of the film.
Source: Communication & Society
Authors: Teresa Rodríguez, Miguel Baños
Institution: Universidad Rey Juan Carlos
Language: English
Subfield: Museology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $301
OpenAlex ID: W4313033840