‘Brand Placement’ en los videoclips del Billboard Hot 100¿integración o imposición de marcas?

  1. Cande Sánchez Olmos
  2. Jesús Segarra Saavedra
  3. Tatiana Hidalgo Marí 1
  1. 1 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Revista:
Trípodos

ISSN: 1138-3305,  2340-5007

Any de publicació: 2019

Títol de l'exemplar: Tendencias y retos de comunicación

Número: 44

Pàgines: 63-81

Tipus: Article

DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Trípodos

Resum

This paper analyses brand placement in the top 30 music videos on the Billboard Hot 100 chart in 2016. To that end, three specific objectives are proposed. First, the paper will identify the artists, brands and products that appear in these international hits. Second, the paper will focus on the duration of time occupied by the brands in the music videos. Finally, the article will examine whether the brands have been integrated into or, on the contrary, imposed on and forced into the narrative of the music video. The methodology, which combines qualitative and quantitative techniques, begins with a content analysis intended to measure the frequency and way in which the brands are integrated into the music videos. Then a qualitative analysis will be carried out from a semiotic perspective in order to discern the degree of integration or imposition of brands in the audiovisual discourse of the music video. The sample is drawn from the Billboard Hot 100 chart, which was the most important list in the international music industry in 2016, a year that stands out because of the recovery of the record industry. The results indicate that music videos have become an advertising format of special interest to brands and confirm that the presence of brands ranges from imposed placement to subtle integration, but that they are perfectly recognisable to the audience in either case.

Referències bibliogràfiques

  • Baek, T. H. y Morimoto, M. (2012). “Stay Away from Me”. Journal of Advertising, 41 (1), pp. 59-76.
  • Dix, E. y Phau, I. (2010). “Television Advertising Avoidance: Advancing Research Methodology”. Journal of Promotion Management, 16, pp. 114-133. Doi: <https://doi.org/1 0.1080/10496490903574013>.
  • Englis, B. G. (1991). “Music Television and Its Influences on Consumers, Consumer Culture, and the Transmission of Consumption Messages”. Advances in Consumer Research, 18 (1), pp. 111-114.
  • Goodwin, A. (1993). Dancing in the Distraction Factory: Music Television and Popular Culture. Londres: Routledge.
  • Holden, J. (2007). Publicly-Funded Culture and the Creative Industries. Londres: Arts Council of England.
  • Hollenbeck, C. R. y Zinkhan, G. M. (2006). “Consumer Activism on the Internet: The Role of Anti-Brand Communities”. Advances in Consumer Research, 33 (1), pp. 479-485.
  • Hudson, S. y Hudson, D. (2006). “Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?”. Journal of Marketing Management, 22 (5/6), pp 489-504.
  • IFPI (2016). Digital Music Report.
  • Kaplan, A. (1987). Rocking Around the Clock: Music Television, Posmodernism and Consumer Culture. Londres: Methuen Inc.
  • Klein, N. (2000). No logo: el poder de las marcas. Barcelona: Paidós.
  • Krishen, A. S. y Sirgy, M. J. (2016). “Identifying with the Brand Placed in Music Videos Makes Me Like the Brand”. Journal of Current Issues & Research in Advertising, 37 (1), pp. 45-58. Doi: <10.1080/10641734.2015.1119768>.
  • Lehu, J. M. (2007). Branded Entertainment: Product Placement & Branded Strategy in the Entertainment Business. Londres: Kogan Page Publishers.
  • Madinabeitia, E. (2005). “Saturación y eficacia publicitaria”. Telos: Cuadernos de Comunicación e Innovación, 64, pp. 9-11.
  • Marques, S. y Sedeño, A. (2017). Emplazamiento de producto y videoclip musical: Análisis de videos musicales más visualizados en YouTube (2011-2015). AdComunica, Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, 14, pp. 97-117. Doi: <http:// dx.doi.org/10.6035/2174-0992.2017.14.6>.
  • Matthes, J. y Naderer, B. (2016). “Product Placement Disclosures: Exploring the Moderating Effect of Placement Frequency on Brand Responses Via Persuasion Knowledge”. International Journal of Advertising, 35 (2), pp. 185199. Doi: <https://doi.org/10.1080/02650487. 2015.1071947>.
  • Moor, E. (2003). Branded Spaces the Scope of New Marketing. Journal of Consumer Culture, 3 (1), pp. 39-60. Doi: <https://doi.org/10.1177 /1469540503003001929>.
  • MyTop100Videos (2018). Most Viewed Videos of All Time.
  • Pérez, J. P.; Navarrete, J. L. y Gómez, F. J. (2014). “El ‘product placement’ en el videoclip: análisis de contenido del emplazamiento de marca en los vídeos musicales preferidos por los usuarios de YouTube”. Doxa. comunicación, 18, pp. 83-104.
  • Pino, C. del y Olivares, F. (2006). ‘Brand placement’: integración de marcas en la ficción audiovisual. Evolución, casos, estrategias y tendencias. Barcelona: Gedisa.
  • Pino, C. del; Castelló, A. y Ramos, I. (2013). La comunicación en cambio constante. Madrid: Fragua.
  • PQ Media (2018, noviembre 22). PQ Media Executive Summary Download (comunicación personal).
  • Regueira, J. (2012). El contenido como herramienta eficaz de comunicación de marca. Análisis teórico y empírico.
  • Sánchez Olmos, C. (2016). “Videoclip publicitario, ‘pop star’ de la publicidad”. Ctrl: Control & Strategias, 636, pp. 82-85.
  • Sánchez Olmos, C. (2018). “Formatos y sectores en el ‘branded content’ musical: Videoclip y moda, pop stars de la musicidad”. Revista Mediterránea de Comunicación/Mediterranean Journal of Communication. 9 (1), pp. 305-319. Doi: <https://www.doi.org/10.14198/MEDCOM2018.9.2.5>.
  • Sierra y Bravo (2005). Técnicas de investigación social: teoría y ejercicios. Madrid: Paraninfo.
  • Smit, E.; Reijmersdal. E. y Neijens, P. (2009). “Today’s Practice of Brand Placement and the Industry Behind It”. International Journal of Advertising, 28:5, pp. 761-782. DOI: 10.2501/S0265048709200898.
  • Soba, M. y Aydin, M. (2013). “Product Placement Efficiency in Marketing Communication Strategy”. International Journal of Business & Management, 8 (12), pp. 111-116.
  • Solana, D. (2010). Postpublicidad: reflexiones sobre una nueva cultura publicitaria en la era digital. Barcelona: Daniel Solana.
  • Thornton, C. y Burkhalter, J. (2011). “Emotion and Identification in Advertising: Must Be the Music: The Impact of Brand-Artist Association and Product Prestige on Consumer Responses to Music Video Brand placement”. American Marketing Association Summer Educators’ Conference Proceedings, 22, pp. 36-37.
  • Thornton, C. y Burkhalter, J. (2015). “Must Be the Music: Examining the Placement Effects of Character-Brand Association and Brand Prestige on Consumer Brand Interest Within the Music Video Context”. Journal of Promotion Management, 21:1, pp. 126-141. Doi: 10.1080/10496491.2014.971212.
  • Vernallis, C. (2013). Unruly Media: YouTube, Music Video, and the New Digital Cinema. Nueva York: Oxford University Press.
  • Viñuela, E. (2013). “El videoclip del siglo XXI: el consumo musical de la televisión a internet”. Musiker, 20, pp. 167-185.
Fuente de los datos: Dialnet