"Brand placement" y "advertainment": integración y fusión entre la ficción audiovisual y las marcas

Abstract

We are direct witnesses of the greatest revolution that has occurred in the structures and contents of the audiovisual and advertising world in our country. The changes in television contents and formats are closely united to those occurring in the panorama of advertising formulas and these, in their turn, to the social changes of the consumer-spectators. The superseding of the conventional forms of advertising is becoming a reality, backed by the growing diversity of formulas that appear, proliferate, are copied and saturate the television panorama in general and the advertising panorama in particular. From this coexistence and connection between the audiovisual world and that of advertising marketing, and as a response of adaptation to the new context, new fields are arriving from the USA that are becoming a reality in our country: advertainment, marketainment and brand placement.