<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2021000100406</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2021.8001</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis del emplazamiento de producto en tres series originales de Netflix]]></article-title>
<article-title xml:lang="en"><![CDATA[Product placement analysis in three Netflix original series]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Boix-Romero]]></surname>
<given-names><![CDATA[Julián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vilaplana-Aparicio]]></surname>
<given-names><![CDATA[María J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortiz]]></surname>
<given-names><![CDATA[María J.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,boixjulian@gmail.com  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Alicante  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Alicante  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2021</year>
</pub-date>
<volume>18</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2021000100406&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2021000100406&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2021000100406&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La publicidad ha encontrado un obstáculo con la proliferación de plataformas como Netflix y esto ha provocado el impulso del emplazamiento de producto. Mediante un análisis de contenido, este estudio exploratorio examina el uso del emplazamiento de producto en tres series originales de Netflix, para comprender cómo se comporta en esta plataforma. Los resultados indican que se trata de una fórmula asentada, pero que el tipo de emplazamiento o el número de marcas están determinados por la trama. Igualmente, que la audiencia no se restrinja a un país concreto parece favorecer la presencia de marcas globales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines the use of product placement in three of Netflix&#8217; original series to understand how it behaves on this platform. The results indicate that it is a settled formula, but that the type of location or the number of brands is determined by the plot. Likewise, the fact that the audience is not restricted to a specific country seems to favor the presence of global brands.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[Netflix]]></kwd>
<kwd lng="es"><![CDATA[emplazamiento de producto]]></kwd>
<kwd lng="es"><![CDATA[video bajo demanda]]></kwd>
<kwd lng="es"><![CDATA[análisis de contenido]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[Netflix]]></kwd>
<kwd lng="en"><![CDATA[product placement]]></kwd>
<kwd lng="en"><![CDATA[video on demand]]></kwd>
<kwd lng="en"><![CDATA[content analysis]]></kwd>
</kwd-group>
</article-meta>
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