Wonka Chocolates: fictional brand analysis
This paper analyzes the fictional brand Wonka through the use of the reverse product placement tool. It has an exploratory-descriptive methodology that has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate its treatment in the...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | México |
| Institución: | UNIVERSIDAD DE GUADALAJARA |
| Repositorio: | Comunicación y Sociedad |
| Idioma: | inglés español |
| OAI Identifier: | oai:comunicacionysociedad.cucsh.udg.mx:article/7874 |
| Acceso en línea: | https://www.comunicacionysociedad.cucsh.udg.mx/index.php/comsoc/article/view/e7874 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising Narrative Marketing Transmedia Communication Publicidad Narrativa Comunicación |
| Sumario: | This paper analyzes the fictional brand Wonka through the use of the reverse product placement tool. It has an exploratory-descriptive methodology that has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate its treatment in the market reflecting on its transmedia identity. In this way, a vision on the application of this technique is constructed through the study of a case of an advertising practice that has been little investigated in the academic field. |
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