La cerveza del bar de Moemarcas y narrativas transmedia

Abstract

This research deals with the reverse product placement advertising tool, a technique little explored in the academic field that requires a systematic arrangement. For this, the study is conducted through the case of the fictional brand Duff, original from the television series The Simpsons (1989-). Qualitative analysis is performed using an exploratory-descriptive methodo-logy divided into phases. The first phase was based on a literature review of the technique. Next, an interview was conducted with the brand licensee: Andrés Nassar; his statements support the study from an empirical pers-pective. In the third phase, the previous results were approached to build an analysis that identifies the communicative features of this type of action. The conclusions illustrate the communicative capacity of fictional brands thanks to their transmedia personality in the current advertising landscape.