Product placement analysis in three Netflix original series
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...
| Autores: | , , |
|---|---|
| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2021 |
| País: | México |
| Recursos: | UNIVERSIDAD DE GUADALAJARA |
| Repositório: | Comunicación y Sociedad |
| Idioma: | espanhol inglês |
| OAI Identifier: | oai:comunicacionysociedad.cucsh.udg.mx:article/8001 |
| Acesso em linha: | https://www.comunicacionysociedad.cucsh.udg.mx/index.php/comsoc/article/view/e8001 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Advertising Netflix Product placement Video on demand Content analysis Publicidad Emplazamiento de producto Video bajo demanda Análisis de contenido |
| Resumo: | 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. |
|---|