O uso do product placement nas produções culturais: uma análise do filme 007 Spectre

Abstract

This course conclusion work aims to observe and understand how the product placement technique is used in cultural productions, specifically in cinematic context, and how trademarks are used in entertainment content through this strategy. To start this view is necessary to understand the changes in the communications world stage and for this to occur are exposed basic concepts of integrated communication Marketing, advertising and a later contextualization of product placement. After this process will be characterized this communication technique in more detail, observing their methods and the advantages and disadvantages of their use. It will be clarified how this technique came about and how is currently being used. This study will be based on an assessment of the movie market, since it was the first to present a product placement strategy, and it is a growing market. Thus was accomplished a case of study of the 007 Spectre movie, where there was the appearance of the brands, their relationship with the plot of the film, how these trademarks were exposed and how they can be classified. Finally, it is presented, based on the case of study, the identification of the way marks are placed through product placement strategy and its influence on the development of the movie.