Evolución del product placement en los films de James Bondcincuenta años al servicio secreto de la publicidad
- Fernández Rubio, José Miguel
- Reyes Gutiérrez, Irina
- Rocatagliata Alba, Elena
- Ruiz Núñez, Elena
- Vargas Orejuela, Paula
- Pérez Rufí, José Patricio
- Rivera Betancur, Jerónimo León (coord.)
ISSN: 1605-4806
Year of publication: 2011
Issue Title: Personajes dentro y fuera de la pantalla
Issue: 78
Type: Article
More publications in: Razón y palabra
Abstract
This paper studies the product placement as a technique that mixes different commercial communication strategies when used in a cinematography vehicle. The goal of this research is to explore the evolution in the use of product placement by analysing the spy films franchise of James Bond. To that end, we will apply both quantitative and qualitative methodologies that enumerates and evaluate the presence of brands in the big screen. In fifty years in the making of the saga, between 1962 and 2012 and uncertain extension, the protagonist has changed his characteristics to adapt himself to the new times. In line with this, product placement has been used in several different strategies in order to perfect the formula and avoid the possible discredit that this could create. We consider that the Bond Saga is completely representative of the use of product placement in the contemporaneous cinematographic production.