Harry Potter y la publicidad transmedia

  1. Dr. Víctor ÁLVAREZ-RODRÍGUEZ 1
  2. Dra. Isabel PALOMO-DOMÍNGUEZ 2
  1. 1 Universidad de Cádiz, España
  2. 2 Mykolas Romeris University, Lithuania
Journal:
Fonseca, Journal of Communication

ISSN: 2172-9077

Year of publication: 2024

Issue: 28

Pages: 134-149

Type: Article

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More publications in: Fonseca, Journal of Communication

Abstract

This exploration is a work on the application and conception of transmedia advertising of the fictional universe of Harry Potter through the use of a brand of fiction typical of this story. Specifically, the project carried out with it for its transfer to the physical market is analyzed while maintaining its narrative identity. We are talking about Bertie Bott's flavored candies developed by the Jelly Belly company. For this, a qualitative analysis is carried out thanks to an exploratory-descriptive methodology. Likewise, for this research we have the exclusive participation of Peter Healy, developer of the brand for the real world. Their statements illustrate the work done with a fictional brand for the current advertising context. As a result, we obtain an investigation that identifies the communicative opportunities of this technique for a narrative brand that acquires its identity thanks to its transmedia personality, as well as the communicative dimensions to take into account for its adaptation.

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Data source: Dialnet