Del storytelling a la cultura participativa. Análisis de un caso histórico de emplazamiento de producto inverso en la comunicación comercial española
- Álvarez-Rodríguez, Víctor 1
- Jiménez-Marín, Gloria 2
- Ramírez-Alvarado, María del Mar 2
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1
Universidad de Cádiz
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2
Universidad de Sevilla
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ISSN: 1137-0734
Datum der Publikation: 2023
Titel der Ausgabe: Símbolos para Europa
Ausgabe: 28
Nummer: 1
Seiten: 171-180
Art: Artikel
Andere Publikationen in: Historia y comunicación social
Zusammenfassung
This paper is an investigation on the use of the inverse product placement tool in the context of Spanish commercial communication in a pioneering way. It is an exploration of the application of a technique that served as a vehicle to build the prototypical discourse. We are talking about the case that happened with the Limón & Nada brand of Coca-Cola. We have used an exploratory-descriptive methodology divided into phases. First, a bibliographical analysis of this practice has been carried out. Next, the creative Ángela Pacheco has been interviewed, who provides a pragmatic vision of the process. Finally, a qualitative analysis is carried out by crossing the data from the previous phases. As a result, we reached a study that detects the communicative dimensions related to this pioneering technique within our historical context.