‘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

Revue:
Trípodos

ISSN: 1138-3305,  2340-5007

Année de publication: 2019

Titre de la publication: Tendencias y retos de comunicación

Número: 44

Pages: 63-81

Type: Article

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D'autres publications dans: Trípodos

Résumé

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.

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