Resumen

ALVAREZ-RODRIGUEZ, Víctor  y  SELVA-RUIZ, David. Wonka Chocolates: fictional brand analysis. Comun. soc [online]. 2022, vol.19, e7874.  Epub 03-Oct-2022. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2022.7874.

This paper analyzes the fictional brand Wonka by means of the reverse product placement tool. The methodology is exploratory-descriptive which has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate how it is dealt with in the market, reflecting on its transmedia identity. In this way, a view on how this technique is applied is built up with a case study of an advertising practice on which there has been little academic research.

Palabras llave : Advertising; narrative; marketing; transmedia; communication¹².

        · resumen en Español | Portugués     · texto en Español | Inglés     · Español ( pdf ) | Inglés ( pdf )