Bibliographic citations
Núñez, E., (2020). Product Placement y su relación con la estructura dramática del largometraje cinematográfico. Un análisis del uso en la película Ralph Breaks the Internet (2018) [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653544
Núñez, E., Product Placement y su relación con la estructura dramática del largometraje cinematográfico. Un análisis del uso en la película Ralph Breaks the Internet (2018) [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653544
@misc{renati/1288485,
title = "Product Placement y su relación con la estructura dramática del largometraje cinematográfico. Un análisis del uso en la película Ralph Breaks the Internet (2018)",
author = "Núñez Chumacero, Elayne Maryavictoria",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Product placement, also called emplazamiento de producto, is an advertising strategy that is becoming increasingly relevant among brands as an effective way to avoid zapping and reach the viewer. It is for this reason that in recent years this tool has been increasingly integrated into audiovisual products -like series, films, video games, among others- as an effective method, from production, to finance projects from the appearance of the brands. This strategy involves linking the brands directly with the characters and with the plot of the feature films. In this way, due to the evolution in the field of communications, these dimensions -advertising and audiovisual content- converge into a single product (Villanueva, 2017). Even, in some cases, the use of product placement ends up becoming an indispensable part for the development of such films. For this reason, this research work aims to analyze the relationship between product placement and the dramatic structure of a film (idea, plot and characters), examining the case of the animated feature film Ralph Breaks the Internet (2018), under a qualitative methodology.
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